The truth about what customers want / Michael R. Solomon.

Format:

Book

Author/Creator:

Solomon, Michael R., author.

Series:

The truth about

Language:

English

Subjects (All):

Consumer behavior.

Consumers--Attitudes.

Consumers.

Physical Description:

1 online resource (x, 209 pages)

Other Title:

What customers want

Place of Publication:

Upper Saddle River, New Jersey : FT Press, an imprint of Pearson, [2009]

System Details:

text file

Summary:

"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 makets." -- |c Publisher's Weekly.

Contents:

Introduction

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

Design it, and they will come

Sensory marketing-smells like profits

Pardon me, is that a breast in your Coke?

One man's goose

Throw 'em a bone, and they'll no longer roam

Stay in their minds-if you can

These are the good old days

Why ask why?

He who dies with the most toys wins

Your customers are looking for greener pastures

"Because I'm worth it"

Love me, love my avatar

You really are what you wear

Real men don't each quiche (but they do moisturize)

Girls just want to have fun

Queer eye for the spending guy

Yesterday's chubby is today's voluptuous

Men want to sleep with their cars

Your PC is trying to kill you

Birds of a feather buy together

Sell wine spritzers to squash players

They think your product sucks-but that's not a bad thing

When to sell the steak, when to sell the sizzle

People are dumber than robots (lazier, too)

Your customers have your brand on the brain

Let their mouseclicks do the walking

Nothing shouts quality like leather from Poland

Consider investing in a drive-thru mortuary

Go to the Gemba

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

Go tribal

People like to do their own thing-so long as it's everyone else's thing too

Catch a buzz

Go with the flow-get shopmobbed today

Find the market maven, and the rest is gravy

Hundreds of housewives can predict your company's future

Know who wears the pants in the family

Youth is wasted on the young

Make millions on Millennials

Grownups don't grow up anymore

Dollar stores make good cents

The rich are different

Out with the ketchup, in with the salsa

Look for flying-fish born-again environmentalist jazz-loving Harry Potter freaks

Ronald McDonald is related to Luke Skywalker

Sign a caveman to endorse your product

Make your brand a fortress brand-and make mine a Guinness

Turn a (pet) rock into gold

Think globally, act locally.

Notes:

Includes bibliographical references (pages 201-208).

Other Format:

Print version: Solomon, Michael R. The truth about what customers want.

OCLC:

297575825