Thoughts on the Chameleon Consumer and the Chaotic Marketing

Marketing theory and practice pass through systematic reassessment and rethinking. Challenges to marketing theory and practice are given by two types of forces: on the one hand information and communication technology development and on the other hand cultural changes and change in consumer behavior patterns. Globalization has caused the connection between social and cultural values that are peculiar to consumers in different markets, an unusual mixture of behavior patterns and marketing practices. Phrases such as opportunistic consumer, the consumer who” manages” his own options, enclavement, tribalism, superficiality, flexibility, flow, the mixture between reality and simulation, between concreteness and image are to be found more and more in marketing publications. In this article I intended to analyze social and cultural mutations that changed purchase and consumption behavior, and also the continuous rethinking and conceptualization of marketing practices.