Experience-oriented, traditional, or eco-conscious citizens? The consumers of the 21st century. Companies can offer the most interesting products, but marketing will inevitably fail if they do not clearly identify and specifically reach their target audience. Marketing and communication experts Jochen Kalka and Florian Allgayer demonstrate: What are the relevant target groups? What drives consumers today? How are current lifestyles defined? What media do consumers use, and which brands do they prefer? Based on the most important target group models, this practical reference work covers everything one needs to know about consumers today. The authors draw on insights from renowned market research institutes.