The Truth About What Customers Want - Softcover

Solomon, Michael R.

Softcover

ISBN 10: 0137142269 ISBN 13: 9780137142262

Publisher: Financial Times/ Prentice Hall, 2008

Synopsis

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

 

About this title

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, USAToday, 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.

 

Synopsis:

Consumer response is the ultimate test of every product, service, and marketing strategy and, ultimately, every business. But most businesses need far deeper understanding of customers: how they behave, what they want (and don't want), and what really motivates them to action. In The Truth About What Customers Want, world-renowned customer behavior expert Michael R. Solomon brings together the 50 absolutely crucial facts and insights you must know to successfully attract and keep profitable customers. This book doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations you can actually use, no matter what business you're in, consumer or B2B. You'll discover which psychological motivations drive your customers, and how to forge deeper, more emotional relationships with them; how to drive more value from the positive associations customers already feel; how to stay "top of mind" in a crowded marketplace; and what you need to know about emerging trends like green marketing, virtual worlds, and neuromarketing. Solomon reveals how changing gender roles are impacting marketing...demonstrates how to shape your brand's personality, market by lifestyle, build brand communities and consumer tribes.

..even shows how to generate low-cost buzz via guerrilla and viral marketing. Unlike some books on customer behavior, this one's simple to use, up-to-date, and complete.

About this edition

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2008
• ISBN 10: 0137142269
• ISBN 13: 9780137142262
• Binding: Paperback
• Edition number: 1
• Number of pages: 224