Book description
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
“Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.”
Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker
Table of contents
- Copyright
- Praise for The Truth About What Customers Want
- Introduction
- 1. Your customers want a relationship, not a one-night stand
- 2. Design it, and they will come
- 3. Sensory marketing—smells like profits
- 4. Pardon me, is that a breast in your Coke?
- 5. One man’s goose...
- 6. Throw ’em a bone, and they’ll no longer roam
- 7. Stay in their minds—if you can
- 8. These are the good old days
- 9. Why ask why?
- 10. He who dies with the most toys wins
- 11. Your customers are looking for greener pastures
- 12. “Because I’m worth it”
- 13. Love me, love my avatar
- 14. You really are what you wear
- 15. Real men don’t eat quiche (but they do moisturize)
- 16. Girls just want to have fun
- 17. Queer eye for the spending guy
- 18. Yesterday’s chubby is today’s voluptuous
- 19. Men want to sleep with their cars
- 20. Your PC is trying to kill you
- 21. Birds of a feather buy together
- 22. Sell wine spritzers to squash players
- 23. They think your product sucks—but that’s not a bad thing
- 24. When to sell the steak, when to sell the sizzle
- 25. People are dumber than robots (lazier, too)
- 26. Your customers have your brand on the brain
- 27. Let their mouseclicks do the walking
- 28. Nothing shouts quality like leather from Poland
- 29. Consider investing in a drive-thru mortuary
- 30. Go to the Gemba
- 31. Your customers want to be like Mike (or someone like him)
- 32. Go tribal
- 33. People like to do their own thing—so long as it’s everyone else’s thing too
- 34. Catch a buzz
- 35. Go with the flow—get shopmobbed today
- 36. Find the market maven, and the rest is gravy
- 37. Hundreds of housewives can predict your company’s future
- 38. Know who wears the pants in the family
- 39. Youth is wasted on the young
- 40. Make millions on Millennials
- 41. Grownups don’t grow up anymore
- 42. Dollar stores make good cents
- 43. The rich are different
- 44. Out with the ketchup, in with the salsa
- 45. Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks
- 46. Ronald McDonald is related to Luke Skywalker
- 47. Sign a caveman to endorse your product
- 48. Make your brand a fortress brand—and make mine a Guinness
- 49. Turn a (pet) rock into gold
- 50. Think globally, act locally
- References
- About the Author
Product information
- Title: The Truth About What Customers Want
- Author(s):
- Release date: October 2008
- Publisher(s): Pearson
- ISBN: 9780136063353
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