"Read this book and you will know why traditional marketing is dead."
-Dr. Philip Kotler, S.C. Johnson & Son, Distinguished Professor of International Marketing, Northwestern University
"A Lot of companies talk about building their brands for the future, but they falter using yesterday's ideas. Conquering Consumer space provides innovative yet practical ideas that marketers need to know if they want their brands to survive.
-Marting Horn, Senior Vice President, Strategic Planning & Research, DDB Worldwide
"A lively, fun, and fascinating primer on the intricacies of today's consumer economy. Read Conquering Consumer space and you won't be able to look at a brand again Without smiling and thinking/"
-Randall Rothenberg, Director of Intellectual Capital, Booz Allen Hamilton, and columnist, Advertising age
"Michael Solomon's book moves thinking about brands to a new dimension by highlighting their role in defining and giving meaning to the world in which consumers live their lives. Anyone interested in brands will enjoy as well as learn form this book."
-Jim Williams, Director, Strategy and Research, Young & Rubicam EMEA
"Conquering Consumer space is the most level-headed and comprehensive book out there on branding, free of jargon and nonsense, it explains what products now mean to people, and how that is transforming the way we live, for better and for worse. I heartily recommend it."
-Jamer B. Twitchell, Professor of English and Advertising at the University of Florida and Author of Adcult USA and Living it Up
" An insightful look at how modern consumers use the brands around them to express their identities and to locate fellow tribe members. Youth marketing is about connecting with these tribes. Solomon provides a valuable roadmap to marketers who want to navigate the unfamiliar terrain of consumer space."
-Peter Zollo, President, Teenage Research Unlimited
CONQUERING CONSUMERSPACE: Marketing Strategies for a Branded World
Rs. 900
Additional information
| ISBN | 9788184050646 |
|---|---|
| Year of Publication | 2010 |
| Binding | HardBound |
| Pages | |
| Edition | |
| Language | English |
Preface
Acknowledgments
CHAPTER 1
Now Entering Consumer space: Welcome to a Branded World
This Book Brought to You by
The Good Old Days of Marketer space
-The Consumer as Couch Potato
-Broadcasing Is Dead. Long Live Narrowcasting
-Goodbye White Bread. Hello Bagels, Tortillas, and Croissants
-Getting to Know You
-Consumer.Com
-You Say Tomato
I Consume, therefore I am
-The Ties That Bind
-"He Who Dies with the Most Toys, Win
-The Global Village: Exporting Nike Culture
-Products as Symbols
-By Your Toys Shall They Know You
-The Brand Personality
-Is it Real or Is it
-Signposts of Meaning
-Pssst. Wanna Buy a Bootleg Steveland Morris Hardaway CD?
-From hype to Hyperreality
-The Church of McDonald's
-Zeus Meets Nike
Love me, Love My Brand
-Now Appearing at a Department Store Near you
-Can I Play Participatory Marketing
CHAPTER 2
How Products Get their Meaning in Consumer space
Actors on the Stage of Consumer space
-Are you What you Buy?
-The Extended Self
-I Am Not, Therefore I Am
-Product Constellation: The Forest or the Trees
Learning the Script
-Cool Radar
-The Mema messengers
The Style Funnel: Building Up and Breaking Down
-Cultural Selection: Survival of the Coolest
-Cultural Gatekeepers: Guarding the Doors of Consumerspace
--Music to Our Formula
CHAPTER 3
O Pioneers: Scanning Global Youth Culture
Teen Angels
-Consumers-in Training
-Reaching Kids Where They Live (and Learn)
-Youth Is Wasted on the Young
Global Youth Culture: It's Small World After All
-Marketing: The New Esperanto
-Youth Tribes
-Made in Japan
-Connecting in Consumerspace
-Instant Massaging, Instant Gratification
In Pursuit of Cool
-Chewing the Phat: Hunters and Teen Safari
-Tracking a Moving Target
-Cool Hunters: Now Lukewarm?
Teen Cyber Communities
CHAPTER-4
Here's Where Your Can Stick Your Ad: Customers Talk Black
From a One-Night Stand to a Relationship
-Love American Style
-CRM: Getting Up Close and Personal
One Size Doesn' Fit All
-Who Controls the Remote? Interactive Programming
-Levels of Interactive Response
-User-Generated Content
Turning the Tables: the Consumer as Producer
-Fandom and Hero Worship
-Collectors
-Auctions and Swap meets
-Network Marketing: Virtual Tupperware Parties
Consumed consumers
CHAPTER-5
From Pawns to Partners: Turning Customers into Codesigners
Fail Early and Often
-Build an Employee Suggestion Box
-Learning by Observing: Do you Mind If I Watch?
-Have It Your Way
-The Customization Revolution
Getting Their Hands Dirty: The Customer as Codesigner
-The Voice of the Consumer
-Design For With or by
Virtual Codesign: Getting Online Feedback
CHAPTER 6
Virtual Voices: Building Consumerspace Online
Brand Communities
-Types of Communities
-Community Structures
-"I Like to Watch": Types of Netizens
-Virtual Models: Beauty is Only Skin Deep. But Ugly is to the Bone
-My Life as a Sim?..ulation
The Corporate Paradox
-Pure Hype Communities
-Hybrid Communities
-Gamin and Advergaming
-Viral Marketing: spread the Good Word
-Faux Buzz Communities
-Ratings and Rip-Offs
-Pure Buzz Communities
-Virtual Kingdoms
-The corporate Paradox Redux
CHAPTER-7
The Disneyfication of Reality: Building Consumer space Offline
A Pilgrimage to Orlando
Themed Environments: Build it and They Will Shop
-The Store as Theme park
-The Ethnic Restaurant: Chowing Down on Culture
-Consuming Authenticity
-Authentic, but Not Too Authentic
Reality Engineering
-Guerrilla Marketing
-Product Placement: Brands Are the Story
CHAPTER-8
I Buy, Therefore I am: Shopping in Consumer space
The thrill of the Hunt
-Shop?.and Bond
-Gift unto Others
-The Dark Side of Shopping
Retail Atmospherics: Build it and they Will Come
-The Do-It-Yourself Mall
-Scentual Marketing
-The Sound of Muzak
-Shop the Store, Buy the Soundtrack
-POP Goes the Shopper
Participatory Shopping: the mall as Amusement Park
-Participatory Shopping: Bricks
-Participatory Shopping : Clicks
CHAPTER-9
Trouble in paradise: Culture Jamming in Consumerspace
Vox Ppuli
-America": Culture Jamming and Brand Bashing
-Negative WOM
-Protest Sites
-The Rumor Mill
-The Customer is Never right
Anticonsumption: Power to the People
-The Dark Side of Consumers
-Consumer Terrorism
-Consumer Terrorism Offline
-Consumer Terrorism Online
The Value of Me: Who Owns Our Minds, Our Bodies-and Our Data?
-Subliminal Subversion
-Whose Hand is in the "Cookie" Jar?
-None of Your Business
-Sorry, Not Interested
CHAPTER-10
Simply, consumer space
Escape from Freedom: The Paradox of Consumer space
-It's About Time
-Waiting is a No-no
-I, Rabot?
-Mental Accounting
-To Search or Not to Search
Offline Filtering Agents: Legs and Brains
-What Would Tiger Woods Do?
-Surrogate Consumers
Online Filtering Agents
-Cybermediaries: Virtual Middlemen
-Intelligent Agents: Do I Have a Book for You
Epilogue: Lessons Learned in Consumerspace
Note
Recommended Reading
Index
