9780137142262

The Truth About What Customers Want

Solomon, Michael R.

ISBN 10: 0137142269 / 0-13-714226-9
ISBN 13: 9780137142262
Publisher: FT Press
Publication Date: 2008
Binding: Softcover
About this title:
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 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.

 


Excerpt. © Reprinted by permission. All rights reserved.:
Preface

Praise for The Truth About Creating Brands People Love

"I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands."

David Aaker, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos

"Brian Till and Donna Heckler have captured the key proven principles of creating strong brands and managing them effectively over the long-run. Their work is practical and applicable to companies across a wide range of industries. They offer concrete marketing strategy guidelines necessary for creating sustainable brand commitment. Their ideas are expressed in an engaging fashion, and the book is divided into concise chapters that can stand alone to make powerful points during brand strategy planning sessions."

Dan Smith, Ph.D., Professor of Marketing and Dean, Kelley School of Business, Indiana University

"Utilizing a broad range of examples, anecdotes, and case history-style narrative, the authors answer many of the recurring questions brand managers and their agencies face every day in marketing consumer and business-to-business products and services. The truth about The Truth About Creating Brands People Love is that it offers sound, actionable advice that anyone in the business of building, managing, and stewarding brands can put into effective use immediately."

Joe Osborn, Partner, Osborn & Barr Communications

"This is an enjoyable read of spirited and engaging 'Truths' regarding effective brand building. Importantly, it is filled with wisdom and insights that apply to all brands and all businesses."

Patricia Seybold, Author of Customers.com, The Customer Revolution, and Outside Innovation

"Brian and Donna have peeled back the secrets of how to make great brands. Filled with countless real life examples, it's an easy and "relatable" read. A great primer for the marketer just starting out or for the established manager who thinks he knows it all."

M. Paul Kravitz, Manager, New Products and Business Development, Nestlé Purina PetCare

"A must read for corporate execs. It brings the basics back to branding."

Brian Abrahams, General Manager, U.S. Sales Division, Anheuser-Busch, Inc.

"A very easy to read-and-apply text that relates well to the new marketing 'guru' and the seasoned vet. A must read for all marketers."

Larry Brayman, Manager of Marketing, Dunkin Brands, Inc

Preface

Creating brands people love seems so easy. Just look around at all the wonderful brands that we experience every day. Yet, creating brands people love requires more than simply love of a product and spectacularly creative advertising—it requires intelligent, strategic, and coordinated decisions in many areas of marketing. Packaging, promotion, advertising, positioning, distribution, and pricing are just some of the important functions that, when successfully managed, lead to profitable brands that matter to consumers.

The purpose of this book is to illustrate universal truths about brand management that cover the range of brand-building activities. These truths transcend context, providing important insights irrespective of industry-specific dynamics. The guidelines here are as relevant to a marketing manager for a steel producer as for a cereal maker; as meaningful to a brand manager for coffee machines as for a ski resort; as useful to someone running an art gallery as to someone managing a high-end hotel.

For experienced and well-trained marketing managers, these truths provide a touchstone to those basic principles that are sometimes overlooked in day-to-day decision making. For the up-and-coming brand manager, this book provides thoughtful guidance that will serve you well over the course of a career. For senior executives responsible for the marketing function but not formally trained, the book serves as a framework to think about brand building and from which to challenge your marketing staff. Finally, for students, you will find these truths to be a solid foundation for life-long learning in this fascinating business.

The following chapters cover an assortment of issues regularly faced by marketing and brand managers such as media, taglines, brand extensions, brand names, use of celebrities, packaging, and so on. Importantly, though, none of those decisions will matter unless your basic product or service offering is on target. The product or service itself is the starting foundation of a great brand.

Consider Honda. Certainly there are cars more luxurious, cars that deliver greater thrills, and cars that are more stylish. But Honda nails the essence of a great product—reliability, excellent build quality, comfortable, well-planned ergonomics, and good fuel economy. Although Honda's brand image is not flashy, Honda's image does have appeal to a significant group of people. Importantly, the starting point for Honda as a brand is Honda the product.

Gas station and convenience store QuickTrip is another good example of a brand that pays close attention to the little things. The cashiers, in addition to their speedy change counting, are quick with a "Many thanks," or "Come back and see us soon." The consistency from QuickTrip is not simple coincidence but rather an intentional focus on speed and pleasantness. At many service stations, when filling to a prepay of $20, the rate of gas flow drops to a trickle at $19.80 or so, and then the last twenty cents worth dribbles in. Not at QuickTrip. The gas flow is constantly strong until it hits exactly $20. A small detail indeed, but a detail that reinforces the promise embodied in their name—quick trip.

Without diminishing the role and importance of public relations, creative TV advertising, an engaging website, captivating packaging, motivating promotions, or any of the other tools that collectively build strong brands and drive profitability, there is tremendous importance in putting first things first—and the first thing is a fundamentally great product. Great products make great brands.

The Truth About Creating Brands People Love is a complete toolbox of ideas, strategies, and techniques that can take a great product and transform it into a profitable brand people will love. Each concept has at its core a focus on how to connect with the consumer in a meaningful way. Be empowered, challenge conventional wisdom, think strategically, and use this book as a guide to creating a bond between your customers and your brand.


© Copyright Pearson Education. All rights reserved.


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Book Description: FT Press, 2008. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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 marketingsmells 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 mindsif 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 sucksbut 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 thingso long as it's everyone else's thing too 131 Truth 34 Catch a buzz 135 Truth 35 Go with the flowget 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 brandand make mine a Guinness 189 Truth 49 Turn a (pet) rock into gold 193 Truth 50 Think globally, Bookseller Inventory # ABE_book_new_0137142269

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