As we continue to grow into a more educated society, the need for consumers to be educated about their interests is becoming more critical. The need for savvy consumers to use their time wisely and become consumers of choice is becoming more critical. The marketer must have a strategy of how to use that knowledge to create value to consumers.
A consumer strategy is one of the many strategies we can use to achieve this goal. This book shows us how to effectively create this strategy and the tools we need to do so. As part of their marketing strategy for the book, many of the authors and guest speakers at this conference will be sharing their strategies. We will also be seeing the work of other marketers, such as those at the University of Colorado and the University of California at Berkeley.