The ESADE Alumni Community of Valencia Club invites you to a lecture based on a book by Mònica Casabayó (Lic&MBA 99) and Borja Martín that explains the keys to understanding today’s new consumers.
"Like all absolute rulers, the new consumers do whatever they want and are unpredictable, and the traditional analysis of their behaviour is entirely useless. [...] This new book by Dr. Mònica Casabayó and Borja Martín is essential, and we celebrate it enthusiastically, because it abandons the traditional and now obsolete analysis of segmentation, which we have always known to be little more than fiction". Fernando Rodés, President of the Havas Group.
"We are seeing new consumers that change as quickly as their environment. With Fuzzy Marketing, Mònica Casabayó and Borja Martín offer an innovative approach that allows marketing professionals to identify and understand these new 21st-century consumers. It is, without a doubt, an essential book". Fernando Trias de Bes, writer and lecturer at ESADE Business School.
"This book hits the bull’s eye as it explains the keys to understanding, classifying and reaching the new consumers. Connecting with consumers is the key to success today. The book examines both the static and dynamic worlds. Fuzzy Marketing offers more than just descriptions; it offers solutions. It is a magnificent achievement, with the perfect doses of rigour and risk". José Carlos Gutiérrez, President of AEDEMO.
Mònica Casabayó
Doctor in Marketing from the University of Edinburgh, at present is Associate Professor in the Department of Marketing Management at ESADE. She has published in various specialised journals and took the prize at the 23rd International Conference on Innovative SGAI Techniques and Applications of Artificial Intelligence.
Borja Martín
Collaborates as Professor at ESADE and the University of Barcelona in directorial programmes linked to marketing, retail trade studies and consumer habits, matters in which he has concentrated his career. At present, he is a partner in the marketing and research consultancy Salvetti & Llombart.
The ESADE Alumni Community of Valencia Club invites you to a lecture based on a book by Mònica Casabayó (Lic&MBA 99) and Borja Martín that explains the keys to understanding today’s new consumers.
"Like all absolute rulers, the new consumers do whatever they want and are unpredictable, and the traditional analysis of their behaviour is entirely useless. [...] This new book by Dr. Mònica Casabayó and Borja Martín is essential, and we celebrate it enthusiastically, because it abandons the traditional and now obsolete analysis of segmentation, which we have always known to be little more than fiction". Fernando Rodés, President of the Havas Group.
"We are seeing new consumers that change as quickly as their environment. With Fuzzy Marketing, Mònica Casabayó and Borja Martín offer an innovative approach that allows marketing professionals to identify and understand these new 21st-century consumers. It is, without a doubt, an essential book". Fernando Trias de Bes, writer and lecturer at ESADE Business School.
"This book hits the bull’s eye as it explains the keys to understanding, classifying and reaching the new consumers. Connecting with consumers is the key to success today. The book examines both the static and dynamic worlds. Fuzzy Marketing offers more than just descriptions; it offers solutions. It is a magnificent achievement, with the perfect doses of rigour and risk". José Carlos Gutiérrez, President of AEDEMO.
Mònica Casabayó
Doctor in Marketing from the University of Edinburgh, at present is Associate Professor in the Department of Marketing Management at ESADE. She has published in various specialised journals and took the prize at the 23rd International Conference on Innovative SGAI Techniques and Applications of Artificial Intelligence.
Borja Martín
Collaborates as Professor at ESADE and the University of Barcelona in directorial programmes linked to marketing, retail trade studies and consumer habits, matters in which he has concentrated his career. At present, he is a partner in the marketing and research consultancy Salvetti & Llombart.
The ESADE Alumni Community of Valencia Club invites you to a lecture based on a book by Mònica Casabayó (Lic&MBA 99) and Borja Martín that explains the keys to understanding today’s new consumers.
"Like all absolute rulers, the new consumers do whatever they want and are unpredictable, and the traditional analysis of their behaviour is entirely useless. [...] This new book by Dr. Mònica Casabayó and Borja Martín is essential, and we celebrate it enthusiastically, because it abandons the traditional and now obsolete analysis of segmentation, which we have always known to be little more than fiction". Fernando Rodés, President of the Havas Group.
"We are seeing new consumers that change as quickly as their environment. With Fuzzy Marketing, Mònica Casabayó and Borja Martín offer an innovative approach that allows marketing professionals to identify and understand these new 21st-century consumers. It is, without a doubt, an essential book". Fernando Trias de Bes, writer and lecturer at ESADE Business School.
"This book hits the bull’s eye as it explains the keys to understanding, classifying and reaching the new consumers. Connecting with consumers is the key to success today. The book examines both the static and dynamic worlds. Fuzzy Marketing offers more than just descriptions; it offers solutions. It is a magnificent achievement, with the perfect doses of rigour and risk". José Carlos Gutiérrez, President of AEDEMO.
Mònica Casabayó
Doctor in Marketing from the University of Edinburgh, at present is Associate Professor in the Department of Marketing Management at ESADE. She has published in various specialised journals and took the prize at the 23rd International Conference on Innovative SGAI Techniques and Applications of Artificial Intelligence.
Borja Martín
Collaborates as Professor at ESADE and the University of Barcelona in directorial programmes linked to marketing, retail trade studies and consumer habits, matters in which he has concentrated his career. At present, he is a partner in the marketing and research consultancy Salvetti & Llombart.
