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The Truth about What Customers Want (Truth About...)

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The Truth about What Customers Want (Truth About...) Cover

 

Synopses & Reviews

Publisher Comments:

Customers demystified! How you can move them to buy...buy more...and keep on buying!

  • The truth about what customers really want, think, and feel
  • The truth about keeping current customers happy–and loyal
  • The truth about the newest trends and advances in consumer behavior

 

Simply the best thinking

THE TRUTH AND NOTHING BUT THE TRUTH

 

This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers

 

“Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.”

Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker

 

Review:

"In this wide-ranging exploration of consumer behavior, Solomon (Consumer Behavior: Buying, Having, Being) reveals 50 'truths' to explain what people buy and why. Each truth provides insight into the consumer mindset — including how people respond to scent, the link between sex and marketing, the recent boom in male beauty products and observations about the new breed of conscientious consumers — to help marketers and product developers to 'understand consumers' motives' and behaviors to better 'meet their needs.' The book demonstrates why companies need to have their customers in mind before — and even after — the product is purchased and that consumers should be incorporated into every facet of a successful marketing plan. Solomon also identifies burgeoning markets — such as the gay, lesbian, bisexual and transgender population, and new marketing platforms including avatars and the virtual world, which he believes present huge opportunities. Full of quick-read tips and easy to navigate, this book will be of invaluable help to companies looking to target new markets and for those looking to increase sales in their current markets." Publishers Weekly (Copyright Reed Business Information, Inc.)

About the Author

Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He is also Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. Professor Solomon’s primary research interests include consumer behavior and lifestyle issues, branding strategy, symbolic aspects of products, psychology of fashion, decoration, and image, services marketing, and the development of visually oriented online research methodologies. Professor Solomon has been recognized as one of the 15 most widely cited scholars in the academic behavioral sciences and fashion literature and as one of the 10 most productive scholars in the field of advertising and marketing communications. His textbook, Consumer Behavior: Buying, Having, and Being, published by Prentice Hall, is widely used in universities throughout North America, Europe, and Australia and is now in its eighth edition.

 

In addition to his academic activities, Professor Solomon is a frequent contributor to mass media. His feature articles have appeared in magazines such as Psychology Today, Gentleman’s Quarterly, and Savvy. He has been quoted in numerous national magazines and newspapers, including Allure, Elle, Glamour, Mademoiselle, Mirabella, Newsweek, The New York Times, Self, USA Today, and The Wall Street Journal. He frequently appears on television and radio to comment on consumer behavior issues, including The Today Show, Good Morning America, CNBC, Channel One, Inside Edition, Newsweek on the Air, The Wall Street Journal Radio Network, the Entrepreneur Sales and Marketing show, the WOR Radio Network, and National Public Radio. Professor Solomon provides input as a marketing consultant to a variety of organizations on issues related to consumer behavior, branding, services marketing, retailing, and advertising. He frequently speaks to business organizations around the world about new trends in consumer behavior.

 

Table of Contents

Introduction ix

Truth 1 Your customers want a relationship, not a one-night stand 1

Truth 2 Design it, and they will come 5

Truth 3 Sensory marketing–smells like profits 9

Truth 4 Pardon me, is that a breast in your Coke? 13

Truth 5 One man’s goose… 17

Truth 6 Throw ‘em a bone, and they’ll no longer roam 21

Truth 7 Stay in their minds–if you can 25

Truth 8 These are the good old days 29

Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33

Truth 10 He who dies with the most toys wins 37

Truth 11 Your customers are looking for greener pastures 41

Truth 12 “Because I’m worth it” 45

Truth 13 Love me, love my avatar 49

Truth 14 You really are what you wear 53

Truth 15 Real men don’t eat quiche (but they do moisturize) 57

Truth 16 Girls just want to have fun 61

Truth 17 Queer eye for the spending guy 65

Truth 18 Yesterday’s chubby is today’s voluptuous 69

Truth 19 Men want to sleep with their cars 73

Truth 20 Your PC is trying to kill you 77

Truth 21 Birds of a feather buy together 81

Truth 22 Sell wine spritzers to squash players 85

Truth 23 They think your product sucks–but that’s not a bad thing 89

Truth 24 When to sell the steak, when to sell the sizzle 93

Truth 25 People are dumber than robots (lazier, too) 97

Truth 26 Your customers have your brand on the brain 101

Truth 27 Let their mouseclicks do the walking 105

Truth 28 Nothing shouts quality like leather from Poland 111

Truth 29 Consider investing in a drive-thru mortuary 115

Truth 30 Go to the Gemba 119

Truth 31 Your customers want to be like Mike (or someone like him) 123

Truth 32 Go tribal 127

Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131

Truth 34 Catch a buzz 135

Truth 35 Go with the flow–get shopmobbed today 139

Truth 36 Find the market maven, and the rest is gravy 143

Truth 37 Hundreds of housewives can predict your company’s future 147

Truth 38 Know who wears the pants in the family 149

Truth 39 Youth is wasted on the young 153

Truth 40 Make millions on Millennials 157

Truth 41 Grownups don’t grow up anymore 161

Truth 42 Dollar stores make good cents 165

Truth 43 The rich are different 169

Truth 44 Out with the ketchup, in with the salsa 173

Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177

Truth 46 Ronald McDonald is related to Luke Skywalker 181

Truth 47 Sign a caveman to endorse your product 185

Truth 48 Make your brand a fortress brand–and make mine a Guinness 189

Truth 49 Turn a (pet) rock into gold 193

Truth 50 Think globally, act locally 197

References 201

About the Author 209

 

Product Details

ISBN:
9780137142262
Author:
Solomon, Michael R.
Publisher:
FT Press
Subject:
Consumer behavior
Subject:
Consumers
Subject:
Marketing - Research
Subject:
Customer Service
Subject:
Customer relations
Subject:
Consumers -- Attitudes.
Subject:
Business;Marketing
Copyright:
Edition Description:
Trade paper
Series:
Truth About...
Publication Date:
October 2008
Binding:
TRADE PAPER
Grade Level:
General/trade
Language:
English
Pages:
224
Dimensions:
8.3 x 5.4 x 0.6 in 227 gr

Related Subjects

Business » Customer Service
Business » General
Business » Management
Business » Marketing

The Truth about What Customers Want (Truth About...) New Trade Paper
0 stars - 0 reviews
$21.50 In Stock
Product details 224 pages Financial Times/Prentice Hall - English 9780137142262 Reviews:
"Publishers Weekly Review" by , "In this wide-ranging exploration of consumer behavior, Solomon (Consumer Behavior: Buying, Having, Being) reveals 50 'truths' to explain what people buy and why. Each truth provides insight into the consumer mindset — including how people respond to scent, the link between sex and marketing, the recent boom in male beauty products and observations about the new breed of conscientious consumers — to help marketers and product developers to 'understand consumers' motives' and behaviors to better 'meet their needs.' The book demonstrates why companies need to have their customers in mind before — and even after — the product is purchased and that consumers should be incorporated into every facet of a successful marketing plan. Solomon also identifies burgeoning markets — such as the gay, lesbian, bisexual and transgender population, and new marketing platforms including avatars and the virtual world, which he believes present huge opportunities. Full of quick-read tips and easy to navigate, this book will be of invaluable help to companies looking to target new markets and for those looking to increase sales in their current markets." Publishers Weekly (Copyright Reed Business Information, Inc.)
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