Conquering Consumerspace

Marketing Strategies for a Branded World

Michael R. Solomon

276 pages, parution le 19/06/2003

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Résumé

Once upon a time, marketers barraged customers with hard-sell tactics. Today, consumers use products to define themselves and others. People are swayed not by corporate-generated hype, but by consumer-generated buzz. That means companies must shift their focus away from marketing to people and toward marketing with them. In "consumerspace," firms partner with customers to develop brand personalities and create interactive fantasies. The winners understand that we buy products not just because of what they do, but because of what they mean. Market share is out; share of mind is in.

Conquering Consumerspace reveals the accelerating blurring of traditional boundaries between branded commodities and everyday life. Solomon's timely book presents a new way of looking at customers: recognizing them as partners in an ongoing marketing transaction rather than as passive pawns at the receiving end of a sales pitch. Conquering Consumerspace also defines the place of customer feedback in product conception, design, and production, and why customizability is no longer a luxury option but a requirement.

From online "buzz communities" to theme stores and product placement to guerrilla marketing, what we consume is inextricably woven into our daily life experience, creating both challenges and opportunities for companies to accelerate and deepen their customers' relationships with their products, services, and brands.

Now Entering Consumerspace: Welcome to a Branded World
What Products Mean in Consumerspace
O Pioneers! Scanning Global Youth Culture
Here's Where You Can Stick Your Ad: Customers Talk Back
From Pawns to Partners: Turning Customers into Co-Designers
Virtual Voices: Building Consumerspace Online
The Disneyfication of Reality: Building Consumerspace Offline
I Buy, Therefore I Am: Shopping in Consumerspace
Trouble in Paradise: Culture Jamming in Consumerspace
Simply, Consumerspace
Epilogue: Lessons Learned in Consumerspace

L'auteur - Michael R. Solomon

Michael Solomon enseigne le comportement du consommateur à l'université d'Auburn (Alabama). Licencié de psychologie et de sociologie, docteur en psychologie sociale, spécialiste de la symbolique des objets, du design et de la mode, notamment été récompensé ses travaux sur les aspects psychologiques de la mode. Il est membre du comité éditorial du Journal of Consumer Behavior.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Amacom
Auteur(s)	Michael R. Solomon
Parution	19/06/2003
Nb. de pages	276
Format	16 x 23,5
Couverture	Broché
Poids	564g
Intérieur	Noir et Blanc
EAN13	9780814407417
ISBN13	978-0-8144-0741-7