Throw out the old ideas around consumer behaviour – in the modern world customers don't follow a pattern based on their age, gender, race or economic status. But what does it mean for businesses, and marketers in particular, when traditional market segments no longer apply? American author and acclaimed speaker Michael Solomon explores these issues and tells us why we need to radically re-think the way we market our goods and services, and to whom.

<p>Throw out the old ideas around consumer behaviour &ndash; in the modern world customers don't follow a pattern based on their age, gender, race or economic status.&nbsp;But what does it mean for businesses, and marketers in particular, when traditional market segments no longer apply? American author and acclaimed speaker <strong>Michael Solomon</strong> explores these issues and tells us why we need to radically re-think the way we market our goods and services, and to whom.</p>

Business Essentials talks to those at the forefront of business success who are willing to share their experience and expertise with you. Each episode provides relevant, reliable and up-to-date topics on how to grow your business. We interview experts on leadership, innovation, sales and marketing, customer service, and more. And we speak with leaders in business who have faced challenges and achieved success themselves, and who provide their own insights on what it takes to be successful.

Practical advice and ideas to grow your business