Conquering Consumerspace: Marketing Strategies for a Branded World

by Michael R. Solomon

"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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0814407412
• ISBN13: 9780814407417
• Release Date: January 2003
• Publisher: Amacom
• Length: 288 Pages
• Weight: 1.25 lbs.
• Dimensions: 1.0" x 6.3" x 9.3"

Customer Reviews

What a Find!

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.

leading the way in developing marketing strategies

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.

Valuable perspective on consumer behavior - Stands out!

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!

Insightful, cutting edge, and easy to digest

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.

Finally, a branding book with some meat!

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!