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by: Solomon, Michael R.

ISBN: 9780137142262 | 0137142269

Michael Solomon is Professor of Marketing and Director of the Center for Consumer Research in The Haub School of Business at St. Joseph's University in Philadelphia and Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester.

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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 ... MOREin consumer behaviorSimply the best thinkingTHE TRUTH AND NOTHING BUT THE TRUTHThis book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly-profitable customers.In The Truth About What Customers Want, world-renowned customer behavior expert Michael 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; 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.Introduction viiTruth 1 Your customers want a relationship, not a one-night stand 1Truth 2 Design it, and they will come 5Truth 3 Sensory marketing smells like profits 9Truth 4 Pardon me, is that a breast in your Coke? 13Truth 5 One man's goose... 17Truth 6 Throw 'em a bone, and they'll no longer roam 21Truth 7 Stay in their minds if you can 25Truth 8 These are the good old days 29Truth 9 Why ask why? Understand consumers' motives to meet their needs 33Truth 10 He who dies with the most toys wins 37Truth 11 Your customers are looking for greener pastures 41Truth H 12 "Because I'm worth it" 45Truth 13 Love me, love my avatar 49Truth 14 You really are what you wear 53Truth 15 Real men don't eat quiche (but they do moisturize) 57Truth 16 Girls just want to have fun 61Truth 17 Queer eye for the spending guy 65Truth 18 Yesterday's chubby is today's voluptuous 69Truth 19 Men want to sleep with their cars 73Truth 20 Your PC is trying to kill you 77Truth 21 Birds of a feather buy together 81Truth 22 Sell wine spritzers to squash players 85Truth 23 They think your product sucks but that's not a bad thing 89Truth 24 When to sell the steak, when to sell the sizzle 93Truth 25 People are dumber than robots (lazier, too) 97Truth 26 Your customers have your brand on the brain 101Truth 27 Let their mouseclicks do the walking 105Truth 28 Nothing shouts quality like leather from Poland 111Truth 29 Consider investing in a drive-thru mortuary 115Truth 30 Go to the Gemba 119Truth 31 Your customers want to be like Mike (or someone like him) 123Truth 32 Go tribal 127Truth 33 People like to do their own thing so long as it's everyone else's thing too 131Truth 34 Catch a buzz 135Truth 35 Go with the flow get shopmobbed today 139Truth 36 Find the market maven, and the rest is gravy 143Truth 37 Hundreds of housewives can predict your company's future 147Truth 38 Know who wears the pants in the family 149Truth 39 Youth is wasted on the young 153Truth 40 Make millions on Millennials 157Truth 41 Grownups don't grow up anymore 161Truth 42 Dollar stores make good cents 165Truth 43 The rich are different 169Truth 44 Out with the ketchup, in with the salsa 173Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177Truth 46 Ronald McDonald is related to Luke Skyw

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In The Truth About What Customers Want, world-renowned customer behaviour expert Michael 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; 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.

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.