In this wide-ranging exploration of consumer behavior, Solomon (Consumer Behavior: Buying, Having, Being
) reveals 50 “truths” to explain what people buy and why. Each truth provides insight into the consumer mindset—including how people respond to scent, the link between sex and marketing, the recent boom in male beauty products and observations about the new breed of conscientious consumers—to help marketers and product developers to “understand consumers' motives” and behaviors to better “meet their needs.” The book demonstrates why companies need to have their customers in mind before—and even after—the product is purchased and that consumers should be incorporated into every facet of a successful marketing plan. Solomon also identifies burgeoning markets—such as the gay, lesbian, bisexual and transgender population, and new marketing platforms including avatars and the virtual world, which he believes present huge opportunities. Full of quick-read tips and easy to navigate, this book will be of invaluable help to companies looking to target new markets and for those looking to increase sales in their current markets. (Nov.)
