The Truth About What Customers Want - Softcover

Solomon, Michael R.

Softcover

ISBN 10: 0137142269 ISBN 13: 9780137142262

Publisher: FT Press, 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, 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.

 

Reviews

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. (Nov.)
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Edition details

• Publisher: FT Press
• Publication date: 2008
• Language: English
• ISBN 10: 0137142269
• ISBN 13: 9780137142262
• Binding: Paperback
• Edition number: 1
• Number of pages: 224