Not your average consumer. Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they're obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they're extremely knowledgeable about the things they love.
Published: Tuesday, December 20, 2016
Published by: Harvard Business Review Press
Available in: Hardcover (9781633692077)