SmartSellTM - The New Way to Sell Online

We won't be beaten by anyone. Guaranteed

The Truth About What Customers Want
By

Rating
Product Details

Table of Contents

Introduction vii Truth 1 Your customers want a relationship, not a one-night stand 1 Truth 2 Design it, and they will come 5 Truth 3 Sensory marketing--smells like profits 9 Truth 4 Pardon me, is that a breast in your Coke? 13 Truth 5 One man's goose! 17 Truth 6 Throw 'em a bone, and they'll no longer roam 21 Truth 7 Stay in their minds--if you can 25 Truth 8 These are the good old days 29 Truth 9 Why ask why? Understand consumers' motives to meet their needs 33 Truth 10 He who dies with the most toys wins 37 Truth 11 Your customers are looking for greener pastures 41 Truth H 12 "Because I'm worth it" 45 Truth 13 Love me, love my avatar 49 Truth 14 You really are what you wear 53 Truth 15 Real men don't eat quiche (but they do moisturize) 57 Truth 16 Girls just want to have fun 61 Truth 17 Queer eye for the spending guy 65 Truth 18 Yesterday's chubby is today's voluptuous 69 Truth 19 Men want to sleep with their cars 73 Truth 20 Your PC is trying to kill you 77 Truth 21 Birds of a feather buy together 81 Truth 22 Sell wine spritzers to squash players 85 Truth 23 They think your product sucks--but that's not a bad thing 89 Truth 24 When to sell the steak, when to sell the sizzle 93 Truth 25 People are dumber than robots (lazier, too) 97 Truth 26 Your customers have your brand on the brain 101 Truth 27 Let their mouseclicks do the walking 105 Truth 28 Nothing shouts quality like leather from Poland 111 Truth 29 Consider investing in a drive-thru mortuary 115 Truth 30 Go to the Gemba 119 Truth 31 Your customers want to be like Mike (or someone like him) 123 Truth 32 Go tribal 127 Truth 33 People like to do their own thing--so long as it's everyone else's thing too 131 Truth 34 Catch a buzz 135 Truth 35 Go with the flow--get shopmobbed today 139 Truth 36 Find the market maven, and the rest is gravy 143 Truth 37 Hundreds of housewives can predict your company's future 147 Truth 38 Know who wears the pants in the family 149 Truth 39 Youth is wasted on the young 153 Truth 40 Make millions on Millennials 157 Truth 41 Grownups don't grow up anymore 161 Truth 42 Dollar stores make good cents 165 Truth 43 The rich are different 169 Truth 44 Out with the ketchup, in with the salsa 173 Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177 Truth 46 Ronald McDonald is related to Luke Skywalker 181 Truth 47 Sign a caveman to endorse your product 185 Truth 48 Make your brand a fortress brand--and make mine a Guinness 189 Truth 49 Turn a (pet) rock into gold 193 Truth 50 Think globally, act locally 197 References 201 About the Author 209

Promotional Information

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 in consumer behavior Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH This 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 vii Truth 1 Your customers want a relationship, not a one-night stand 1 Truth 2 Design it, and they will come 5 Truth 3 Sensory marketing--smells like profits 9 Truth 4 Pardon me, is that a breast in your Coke? 13 Truth 5 One man's goose! 17 Truth 6 Throw 'em a bone, and they'll no longer roam 21 Truth 7 Stay in their minds--if you can 25 Truth 8 These are the good old days 29 Truth 9 Why ask why? Understand consumers' motives to meet their needs 33 Truth 10 He who dies with the most toys wins 37 Truth 11 Your customers are looking for greener pastures 41 Truth H 12 "Because I'm worth it" 45 Truth 13 Love me, love my avatar 49 Truth 14 You really are what you wear 53 Truth 15 Real men don't eat quiche (but they do moisturize) 57 Truth 16 Girls just want to have fun 61 Truth 17 Queer eye for the spending guy 65 Truth 18 Yesterday's chubby is today's voluptuous 69 Truth 19 Men want to sleep with their cars 73 Truth 20 Your PC is trying to kill you 77 Truth 21 Birds of a feather buy together 81 Truth 22 Sell wine spritzers to squash players 85 Truth 23 They think your product sucks--but that's not a bad thing 89 Truth 24 When to sell the steak, when to sell the sizzle 93 Truth 25 People are dumber than robots (lazier, too) 97 Truth 26 Your customers have your brand on the brain 101 Truth 27 Let their mouseclicks do the walking 105 Truth 28 Nothing shouts quality like leather from Poland 111 Truth 29 Consider investing in a drive-thru mortuary 115 Truth 30 Go to the Gemba 119 Truth 31 Your customers want to be like Mike (or someone like him) 123 Truth 32 Go tribal 127 Truth 33 People like to do their own thing--so long as it's everyone else's thing too 131 Truth 34 Catch a buzz 135 Truth 35 Go with the flow--get shopmobbed today 139 Truth 36 Find the market maven, and the rest is gravy 143 Truth 37 Hundreds of housewives can predict your company's future 147 Truth 38 Know who wears the pants in the family 149 Truth 39 Youth is wasted on the young 153 Truth 40 Make millions on Millennials 157 Truth 41 Grownups don't grow up anymore 161 Truth 42 Dollar stores make good cents 165 Truth 43 The rich are different 169 Truth 44 Out with the ketchup, in with the salsa 173 Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177 Truth 46 Ronald McDonald is related to Luke Skywalker 181 Truth 47 Sign a caveman to endorse your product 185 Truth 48 Make your brand a fortress brand--and make mine a Guinness 189 Truth 49 Turn a (pet) rock into gold 193 Truth 50 Think globally, act locally 197 References 201 About the Author 209

About the Author

Michael 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, USAToday, 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.

Ask a Question About this Product More...
Write your question below:
Look for similar items by category
How Fishpond Works
Fishpond works with suppliers all over the world to bring you a huge selection of products, really great prices, and delivery included on over 25 million products that we sell. We do our best every day to make Fishpond an awesome place for customers to shop and get what they want — all at the best prices online.
Webmasters, Bloggers & Website Owners
You can earn a 5% commission by selling The Truth About What Customers Want on your website. It's easy to get started - we will give you example code. After you're set-up, your website can earn you money while you work, play or even sleep! You should start right now!
Authors / Publishers
Are you the Author or Publisher of a book? Or the manufacturer of one of the millions of products that we sell. You can improve sales and grow your revenue by submitting additional information on this title. The better the information we have about a product, the more we will sell!
Item ships from and is sold by Fishpond World Ltd.
Back to top