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Until now, marketing experts have strongly relied on the principle of segmentation, that is defining their customers by categories, but the author of this book introduces something fresh — the principle of disruption. While marketers are busy trying to categorize their customers, the tastes of consumers shift with the changing times.

So, how do they create strategies that allow them to connect with the right customers? The author proposes that market disruption should happen, that marketers get out of the box and break the walls that separate them from their potential customers. Michael Solomon has done it again. Michael Solomon comes across as an expert in marketing and he combines street smarts with interesting real-life examples to offer a message that is as powerful as it is invaluable.

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This book teaches readers to move out of the box, to think like contemporary consumers, and do things differently. Then demolish them.


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Maybe you can fuse a fashion product with a functional one. This is one of the best books I have read in the area of marketing. Individual companies should be contacted for complete information regarding trademarks and registration. Includes bibliographical references and index. ISBN hardcover 1. Brand name productsMarketing. Consumers preferences. Customer relations. B7S65 Solomon All rights reserved. Printed in the United States of America.

This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, Broadway, New York, NY Printing number 10 9 8 7 6 5 4 3 2 1 This Book Brought to You By.

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  • PrefaceWelcome to consumerspace. Once upon a time, marketers barraged couch potato customers with hard-sell tactics. Today, we use products to dene ourselves and others. We no longer are swayed by corporate-generated hype, but we are passionate about consumergenerated buzz. That means successful companies now need to shift their focus away from marketing to people and toward marketing with them.

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    In consumerspace, rms 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.

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    Market share is out, share of mind is in. In the old days of marketerspace, companies called the shots. They broadcast glitzy ads to massive market segments, assuming that the consumers they lumped into broad demographic categories such as race or gender all would respond like automatons, obediently snapping up their me-too, mass-produced products. Doing business was a zero-sum game, where players advanced by convincing homogeneous blocs of customers to choose sides at least for now.

    The winners racked up the most points, measured as market share. The customer was a coveted game piece, a trophy to be acquired and occasionally polished.

    That view of the consumer as couch potato is so twentieth century. In todays consumerspace, rms partner with customers to develop brand personalities and create interactive fantasies. The winners understand that we buy products because of what they mean, rather than what they do. In consumerspace, each of us charts our own identity by picking and choosing the brands that speak to us.

    We reward those that do with our loyalty but also with our reverence and yes, sometimes even our love.

    Conquering Consumerspace.pdf - Conquering Consumerspace...

    In marketerspace, companies sell to us. In consumerspace, they sell with us.


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    • What will consumerspace look like, and how can cutting-edge rms help build itand control it? This book is about that branded reality. In the pages to come, well explore what that means, both for those who buy the dream and those who sell it. Welcome to consumerspace. AcknowledgmentsI relied upon the inspired work and suggestions of numerous colleagues and students in the writing of this book. I would like to thank my doctoral students Natalie Wood and Caroline Munoz for their dedication and for their helpful work on such topics as Web avatars and virtual communities.

      Conquering Consumerspace.pdf - Conquering Consumerspace...

      I referred to several personal Web sites suggested to me by Prof. Hope Schau. I built upon Prof. Russell Belks development of the extended-self concept to make my argument about the intertwining of products with consumer identity. Susan Fourniers work on brand relationships also was very helpful in this context. Al Muniz and Tom OGuinn rst used the term brand community to describe online product-based bonding. John Sherry and Rob Kozinets generously shared their work on themed retail environments.

      Some of my research on ethnic authenticity was conducted with Profs.