Conquering Consumerspace and over one million other books are available for Amazon Kindle. Learn more
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Conquering Consumerspace: Marketing Strategies for a Branded World Hardcover – April 14, 2003


See all 4 formats and editions Hide other formats and editions
Amazon Price New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$5.00 $1.29
NO_CONTENT_IN_FEATURE

Best Books of the Month
Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.

Product Details

  • Hardcover: 288 pages
  • Publisher: AMACOM (April 14, 2003)
  • Language: English
  • ISBN-10: 0814407412
  • ISBN-13: 978-0814407417
  • Product Dimensions: 9.3 x 6.3 x 1 inches
  • Shipping Weight: 2 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #3,860,096 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Insightful and provocative, providing Ah! Hah!, but eminently practical inspiration on every page." -- Business Book Review

This is a must-read keep-handy book for 21st-century marketers. Most readers will find the material on marketing online particularly useful -- Cecil Johnson, Special to the Star-Telegram; Star-Telegram June 9, 2003

Understanding consumerspace,as it is depicted here,cannot help but provide marketers with a running head start in navigating&negotiating this future -- Business Book Review

Book Description

"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."


More About the Author

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 also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. Prior to joining the St. Joe's faculty in Fall 2006, he was the Human Sciences Professor of Consumer Behavior, at Auburn University and he served as Chairman of the Department of Mar¬keting in the School of Business at Rutgers University, New Brunswick, NJ. Prof. Solomon began his academic career in the Graduate School of Business Administration at New York University, where he also served as Associate Director of NYU's Insti¬tute of Retail Management. He earned B.A. degrees in Psychology and Sociology magna cum laude at Brandeis University in 1977, and a Ph.D. in Social Psychology at The University of North Carolina at Chapel Hill in 1981. He was awarded the Fulbright/FLAD Chair in Market Globalization by The U.S. Fulbright Commission and the Government of Portugal.

Prof. Solomon's primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, marketing applications of virtual worlds and the development of visually-oriented online research methodologies. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects in The United Kingdom, Scandinavia, Australia, and Latin America. His research has been funded by the American Academy of Advertising, the American Marketing Association, U.S. Department of Agriculture, the International Council of Shopping Centers and the U.S. Department of Commerce. . He currently sits on the Editorial Boards of the Journal of Consumer Behaviour, the Journal of Retailing, and The European Business Review, and he recently completed an elected six-year term on the Board of Governors of the Academy of Marketing Science. Prof. Solomon has been recognized as one of the fifteen most widely-cited scholars in the academic behavioral sciences/fashion literature, and as one of the ten most productive scholars in the field of advertising and marketing communications.

Prof. Solomon received the Cutty Sark Men's Fashion Award for his research on the psychological aspects of clothing. He is Editor of The Psychology of Fashion and Co Editor of The Serv¬ice Encounter: Managing Employee/Customer Interaction in Services Businesses, both published by Lexington Books. His textbook, Consumer Behavior: Buying, Having, and Being, published by Prentice Hall is widely used in universities throughout North America, Europe, and Australasia and is now in its eighth edition. The text has been translated into several languages including Spanish, Portuguese, Czech, German, French, Russian, Chinese and Korean, and separate European , Australian and Canadian versions are the market leaders in those areas. Prof. Solomon's text, Marketing: Real People, Real Choices was published in its sixth edition by Prentice Hall in October 2008 and is currently one of the five most widely-adopted Principles of Marketing texts. Soundview Executive Summaries named his trade book, Conquering Consumerspace: Marketing Strategies for a Branded World, (AMACOM) one of the best business books of 2004. He is the first author of LAUNCH! Advertising and Promotion in Real Time (Flat World Knowledge), which is the first open platform commercial textbook. His most recent trade book, The Truth about What Customers Want , was published in October 2008 by FT (Financial Times) Press.

Prof. Solomon is a frequent contributor to mass media. His feature articles have appeared in Psychology Today, Gentleman's Quarterly and Savvy. He is often quoted in national magazines and newspapers, including News¬week, The New York Times, USA Today, and The Wall Street Journal. He has appeared 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.

Prof. Solomon has provided input as a marketing consultant and an expert witness to a variety of organiza¬tions on issues related to consumer behavior, branding, services marketing, retailing and advertising. His clients have included Armstrong World Industries, Bayer Healthcare, Celanese, Gap, Inc., Hakuhodo Advertising (Tokyo), H&M, Intel, Johnson & Johnson, Kayser Roth, Levi Strauss, Prudential Securities, State Farm, United Airlines, DuPont, Black & Decker, eBay, PPG Industries, Visa, VF Corp., Timberland, and Calvin Klein.

Prof. Solomon is in demand as a speaker to business groups; he has delivered keynote addresses to numerous organizations including The Cosmetics, Toiletries, and Fragrances Association, Experian, Dentsu, Inc. (Tokyo), The Fragrance Foundation, The Point of Purchase Advertising Institute (POPAI), IBM,The International Furnishings and Design Association, The Japan Marketing Association, The SAS Institute, The National Kitchen and Bath Association, NCR Corporation, Symantec, The Toy Industry Association, The U.S. Army, The Vision Council of America, Self magazine, and U.S. Cellular. He has addressed numerous international marketing conferences in countries including Argentina, Australia, Brazil, Egypt, Germany, Japan, Mexico, Peru, Poland, Sweden and Turkey.

Customer Reviews

4.6 out of 5 stars
Share your thoughts with other customers

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Paula D. Harveston on August 5, 2003
Format: Hardcover
There's a profusion of marketing strategy/branding books out there, but it's rare to find one that really makes me think about my business from the vantage point of the market I serve. Conquering Consumerspace starts with the premise that consumers form deep (and sometimes even bizarre!) relationships with products -- we truly are what we buy. If you can understand how this process works, the rest is pretty easy. I was amazed to learn about the extremes that loyal consumers will go to in order to "bond" with their favorite products -- tattooing a store's name on your forehead? Fascinating!
The author showed me in a very readable and entertaining way how to apply these ideas in both bricks and clicks situations. Solomon's expertise in consumer psychology gives him a perspective on marketing that few other business authors can bring to the publishing table. I recommend this book to anyone who wants to truly connect with their customers!
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
4 of 4 people found the following review helpful By A Customer on June 25, 2003
Format: Hardcover
Long time marketing expert Phil Kotler provides the cover-quote for this book, writing "Solomon has the mind of a scientist and the writing flair of a journalist". Here's a book that lives up to its cover-hype. This book is an accessible, cutting edge exploration of the confusing, contradictory, and complex realities of today's marketplace.
Reading Solomon's book I often got the same sort of reaction that I get from reading essays from the N.Y.Times foreign affairs columnist, Thomas Friedman--both Solomon and Friedman can very nicely articulate what I feel or sense about what is going on, but didn't quite know how to express. If part of your work world involves trying to make sense of the marketplace (and communicate that sense to co-workers and other stakeholders), then you will find Solomon's book to be very worthwhile.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
4 of 4 people found the following review helpful By A Customer on June 9, 2003
Format: Hardcover
As a marketing professional, I read a lot of books about branding. This one is different. Rather than the typical collection of self-congratulatory "war stories," Solomon provides an insightful perspective about WHY consumers react to brand information the way they do. I found his propositions about ways to involve consumers in the marketing process to be unique and valuable. I'd recommend this book to anyone who wants to go beyond the surface and truly understand today's elusive customer!
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
2 of 2 people found the following review helpful By Rolf Dobelli HALL OF FAME on February 23, 2005
Format: Hardcover
Brands have a major role in determining what people buy. Consumers purchase goods based, in part, on an emotional reaction to brands. A brand can make people feel good, cater to their personalities or give them a sense of belonging to a group they would like to join. Brands can make people seem wealthier or more appealing. But branding has to be kept in perspective, and not everyone buys author Michael Solomon's viewpoint that consumers' allegiance to particular gym shoes or soft drinks helps define their roles in society. His book places branding in the middle of the commercial universe and spins off some interesting, but highly specialized, conversations about "aspirational" marketing, "retailtainment" and other developments. Citing his research and sources in sociology, advertising and media studies, Solomon offers solid material that we recommend as necessary background reading for branding professionals. However, readers from other fields need to be really intrigued by branding and marketing to work with the book's tossed salad of unrelated marketing factoids, its generalizations and its focus on branding as a consumer driver, to the near exclusion of other factors. If the melee of brand competition intrigues you, read on.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
2 of 2 people found the following review helpful By Amazon Customer on March 29, 2004
Format: Hardcover
Michael Solomon's Conquering Consumerspace is a tremendous resource for an entrepreneurial, marketing novice like me. It conveys everything I need to know about branding and navigating the waters in today's competitive marketplace. The insights and practical ideas provided will prove invaluable for my company's success.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By aaron neretin on March 10, 2004
Format: Hardcover
This book is the finest example I have yet seen in bringing the essences and nuances of consumer marketing strategies to realistic ends. I found I could excerpt numerous ideas and apply them immediately to develop current business solutions and discard old, time-worn strategies. Much thanks to Mr. Solomon.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Recent Customer Reviews