具体描述
Editorial Reviews
Cecil Johnson, Special to the Star-Telegram; Star-Telegram June 9, 2003
This is a must-read keep-handy book for 21st-century marketers. Most readers will find the material on marketing online particularly useful
Business Book Review
Understanding consumerspace,as it is depicted here,cannot help but provide marketers with a running head start in navigating&negotiating this future
Business Book Review
"Insightful and provocative, providing Ah! Hah!, but eminently practical inspiration on every page."
Book Description
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 consumer-generated buzz. That means companies must 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.
Conquering Consumerspace reveals the accelerating blurring of traditional boundaries between branded commodities and everyday life. Solomon's timely book presents a new way of looking at customers: recognizing them as partners in an ongoing marketing transaction rather than as passive pawns at the receiving end of a sales pitch. Conquering Consumerspace also defines the place of customer feedback in product conception, design, and production, and why customizability is no longer a luxury option but a requirement.
From online "buzz communities" to theme stores and product placement to guerrilla marketing, what we consume is inextricably woven into our daily life experience, creating both challenges and opportunities for companies to accelerate and deepen their customers' relationships with their products, services, and brands.
Book Description
"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 consumer-generated buzz. That means companies must 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.
Conquering Consumerspace reveals the accelerating blurring of traditional boundaries between branded commodities and everyday life. Solomon’s timely book presents a new way of looking at customers: recognizing them as partners in an ongoing marketing transaction rather than as passive pawns at the receiving end of a sales pitch. Conquering Consumerspace also defines the place of customer feedback in product conception, design, and production, and why customizability is no longer a luxury option but a requirement.
From online ""buzz communities"" to theme stores and product placement to guerrilla marketing, what we consume is inextricably woven into our daily life experience, creating both challenges and opportunities for companies to accelerate and deepen their customers’ relationships with their products, services, and brands."
Book Info
Text explores the new realities of how we market to consumers today. Includes real-world examples; the latest research findings; and current thinking in advertising, sociology, media studies, and more. Provides the tools to market products and services more effectively, both online and off. DLC: Brand name products--Marketing.
作者简介
About the Author
Michael R. Solomon (Auburn, AL) is the author of Consumer Behavior: Buying, Having, and Being, the leading undergraduate text on consumer behavior, now in its fifth edition. He is a director of Mind/Share, Inc., a consulting firm specializing in online consumer research.
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用户评价
我通常不太容易被纯粹的“情节驱动型”小说完全吸引，但这本书在情节构建上的巧妙设计，完全征服了我。它不是简单地线性推进，而是像一个精密的钟表，每一个齿轮的咬合都关系到最终的走势。不同时间线或视角之间的切换处理得非常自然流畅，每次切换都像是给已经搭建好的场景增添了一个新的维度，让原本清晰的画面变得更加立体和丰满。作者对于悬念的设置和揭示把握得炉火纯青，高明的点在于，你虽然知道谜底会揭晓，但总忍不住想知道“如何”揭晓，这种对过程的享受，才是阅读的真正乐趣。而且，很多看似不经意的配角或道具，在后续章节中都会被赋予意想不到的深层意义，这种伏笔的回收处理得极其优雅，体现了作者高超的布局能力，让人不得不佩服其严谨的创作态度。
评分这本书的结构设计实在是太有创意了！它打破了我对传统小说章回结构的刻板印象。作者似乎是故意采用了某种非线性的、甚至是略带碎片化的方式来组织材料，但这非但没有造成阅读上的混乱，反而营造出一种独特的迷宫感。读者需要像侦探一样，在这些散落的线索和视角中自己拼凑出完整的图景。这种“主动参与式”的阅读体验，极大地增强了阅读的沉浸感和成就感。不同章节之间的信息密度和情感张力对比鲜明，时而像是在聆听一位智者的沉思录，时而又像是在翻阅一份未经修饰的私人日记。这种高低起伏的节奏变化，加上作者对不同叙事声音的精准模仿，使得整本书读起来像是一部多乐章的交响乐，层次分明，高潮迭起，让人感到智力与情感的双重满足。
评分这本书的语言运用简直是一场文字的盛宴。我作为一个追求阅读质感的读者，对作者的遣词造句能力深表赞叹。它不是那种华丽到让人炫目的辞藻堆砌，而是一种恰到好处的精准和力量感。有些句子，读完之后会忍不住反复咀嚼，因为它蕴含的哲理或画面感太丰富了，像一块精心打磨的宝石，在不同的光线下折射出不同的光彩。作者似乎对每一个词语的选择都经过了深思熟虑，没有一个“闲字”。更难得的是，这种精致的书面语并没有牺牲故事的可读性，反而因为这种高水准的文字支撑，让整个故事的基调显得更加厚重和有分量。特别是那些描绘自然景物或内心独白的段落，作者总能找到最贴切、最富有意境的表达方式，让人在阅读时仿佛进行了一次精神上的洗涤。
评分这本书的叙事风格真是令人耳目一新。作者的笔触细腻入微，仿佛能将读者直接拉入那个充满张力的时代背景之中。那种对人性的深刻洞察，尤其是在描述主角面对困境时的挣扎与抉择，着实让人感同身受。我记得有几处情节描写，那种环境氛围的烘托达到了近乎电影般的质感，细节的铺陈既不冗余，又精准地烘托出人物内心的波澜。读起来，完全不用费力去想象，那些场景和人物的音容笑貌就活灵活现地浮现在脑海里。尤其欣赏作者在处理复杂人际关系时的那种老辣和克制，没有落入俗套的狗血桥段，一切冲突的爆发都显得水到渠成，合乎情理，展现出一种高超的叙事技巧。这本书的节奏感把握得极好，时而疾风骤雨，高潮迭起，时而又沉静内敛，留给读者足够的思考空间，这种张弛有度的叙事节奏，让阅读体验变得极其流畅和享受。
评分从主题深度上来说，这本书触及了一些非常尖锐且具有时代性的议题。它不仅仅是在讲述一个引人入胜的故事，更像是在进行一场深入的社会观察和哲学思辨。作者并没有直接给出标准答案，而是将复杂的人性困境、社会结构的矛盾，以一种非常温和却又不可回避的方式呈现给读者。我在阅读过程中，多次停下来反思自己过去的一些固有观念。这本书的厉害之处在于，它强迫你去思考“为什么会是这样”，而不是停留在“发生了什么”。这种对深层原因的挖掘，使得这本书的价值超越了一般的娱乐消遣，具有了某种值得收藏和反复研读的意义。它像一面镜子，映照出我们这个时代的一些不为人知的侧面。
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