The Ten Steps to Guide Consumption: Contemporary Marketing Strategies in the Brand World

Author: Michael R. Solomon (USA)
Publisher:
Publish Date: 2006-01-01
Features: In today's world, competition is about brands. Consumers use product brands to interpret themselves and others. Companies are passionate about consumer word-of-mouth. The environment in which consumers survive has become a branded world, which has turned into a space for consumers that companies are vying for. Solomon guides you through the ten steps to lead consumption with his insights, real-life cases, new research findings, and in-depth reflections in advertising, sociology, media studies, and other fields. The Ten Steps to Lead Consumption:
1. Enter the consumer space;
2. Give meaning to the product;
3. Start with advertising;
4. Turn consumers into co-designers;
5. Build a consumer space online;
6. Build a consumer space offline;
7. Shop in the consumer space;
8. Simplify cultural interference in the consumer space.