The Truth About What Customers Want

The Truth About What Customers Want

by Michael R. Solomon
Released October 2008
Publisher(s): Pearson
ISBN: 9780136063353

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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

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

    Product information

    • Title: The Truth About What Customers Want
    • Author(s): Michael R. Solomon
    • Release date: October 2008
    • Publisher(s): Pearson
    • ISBN: 9780136063353