Conquering Consumerspace: Marketing Strategies for a Branded - download pdf or read online

By Michael R. Solomon

ISBN-10: 0814407412

ISBN-13: 9780814407417

This publication - "Conquering Consumerspace" - is one other in a up to date and doubtless endless movement of tomes that attempts to persuade us how the patron is in whole keep watch over of the deciding to buy method and wishes to be engaged in a collaborative version. Message got. even though, the saving grace for this name is that its writer, Michael Solomon, is the director of Mind/Share Inc., a consulting company focusing on on-line buyer study. The quantified insights he deals, which were generated from his corporation, are surely attention-grabbing and make this paintings a standout from the blasé books of others.

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Increasingly it makes little sense to segment consumers in terms of nationalities. A young professional in Paris has more in common with a similar person in Tokyo or Buenos Aires than she does with a working-class person in Nice. People scattered around the world are more likely to share common value structures based upon similar exposure to popular culture in the form of movies, music, and other media vehicles. 20 Conquering Consumerspace Whether in the form of Italian shoes, German autos, or American sneakers, brands are the fundamental building blocks of modern society.

As represented in advertising, product placement, merchandising, artistic depictions, and word of mouth, brands are inextricably woven into the fabric of our cultural universe. The notion that brands are part and parcel of what we see, what we do, and perhaps who we are is not entirely new, of course. In the early days of television, advertisers paid production costs and developed shows like the Colgate Theatre and Texaco Star Theater. An entire genre, the soap opera, was so named because of the daytime TV sponsorship of Procter & Gamble.

Just where do these linkages come from? Clearly advertising is one source, but a great conceit of marketers is that it’s the only one. In consumerspace people learn which brands are naughty and which are nice from all sorts of places—the products celebrities use, store 39 40 Conquering Consumerspace windows, that stunning blonde down the hall. And they don’t just buy a product. They buy sets of products that combine to express themselves. Ask your friends to guess what kind of watch that yuppie driving the BMW Boxster is wearing.

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Conquering Consumerspace: Marketing Strategies for a Branded World by Michael R. Solomon


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