Herding cats: The 21st century marketing challenge

Herding cats is a metaphor to convey the challenge of controlling different groups of people. Business owners in the 21stcentury VUCA world have the same problem in channelling consumers. While business wants predictable and uniform results, consumers think and act independently. The 20th century paradigm of a systematic order of mass marketing, with similar tools, techniques, communication, and delivery systems, has long expired. The diversity and complexity of consumer
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