Conquering Consumerspace Marketing Strategies for a Branded World

Michael R. Solomon,«Conquering Consumerspace Marketing Strategies for a Branded World»

AMACOM | ISBN 0814407412 | PDF | 1,70 Mb | 289 Pages | 2003 Year

Once upon a time, marketers barraged ‘‘couch potato’’ customers with hard-sell tactics. Today, we use products to define 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. 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.