Conquering consumerspace: marketing strategies for a branded world
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
AMACOM
2003
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. 251-265) and index |
| Physical Description: | XII, 276 S. Ill., graph. Darst. |
| ISBN: | 0814407412 |
Staff View
MARC
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| 100 | 1 | |a Solomon, Michael R. |d 1956- |e Verfasser |0 (DE-588)129227684 |4 aut | |
| 245 | 1 | 0 | |a Conquering consumerspace |b marketing strategies for a branded world |c Michael R. Solomon |
| 264 | 1 | |a New York [u.a.] |b AMACOM |c 2003 | |
| 300 | |a XII, 276 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 251-265) and index | ||
| 650 | 4 | |a Consommateurs - Préférences | |
| 650 | 4 | |a Produits de marque - Commercialisation | |
| 650 | 4 | |a Relations avec la clientèle | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Consumers' preferences | |
| 650 | 4 | |a Customer relations | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010110185&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-010110185 | ||
Record in the Search Index
| _version_ | 1804129704781807616 |
|---|---|
| adam_text | Contents
Preface xi
Acknowledgments xii
CHAPTER 1
Now Entering Consumerspace:
Welcome to a Branded World 1
This Book Brought to You By ... 1
The Good Old Days of Marketerspace 2
—The Consumer as Couch Potato 3
—Broadcasting Is Dead. Long Live Narrowcasting 5
—Goodbye White Bread. Hello Bagels, Tortillas, and Croissants 6
—Getting to Know You 9
—Consumer.com 10
—You Say Tomato ... 11
I Consume, Therefore I Am 12
—The Ties That Bind 13
— He Who Dies with the Most Toys, Wins ... 14
—The Global Village: Exporting Nike Culture 17
—Products as Symbols 20
—By Your Toys Shall They Know You 21
—The Brand Personality 22
—Is It Real or Is It... 24
—Signposts of Meaning 25
—Pssst. Wanna Buy a Bootleg Steveland Morris
Hardaway CD? 28
—From Hype to Hyperreality 29
—The Church of McDonald s 30
—Zeus Meets Nike 31
Love Me, Love My Brand 33
—Now Appearing at a Department Store Near You 33
—Can I Play? Participatory Marketing 35
v
vi Contents
CHAPTER 2
How Products Get Their Meaning in Consumerspace 39
Actors on the Stage of Consumerspace 40
—Are You What You Buy? 42
—The Extended Self 43
—I Am Not, Therefore I Am 44
—Product Constellations: The Forest or the Trees? 45
Learning the Script 48
—Cool Radar 48
—The Meme Messengers 51
The Style Funnel: Building Up and Breaking Down 52
—Cultural Selection: Survival of the Coolest 52
—Cultural Gatekeepers: Guarding the Doors of Consumerspace 55
—Music to Our Ears 56
—Decoding the Formula 57
CHAPTER 3
O Pioneers!: Scanning Global Youth Culture 61
Teen Angels 61
—Consumers in Training 62
—Reaching Kids Where They Live (and Learn) 64
—Youth Is Wasted on the Young 65
Global Youth Culture: It s a Small World After All 66
—Marketing: The New Esperanto 68
—Youth Tribes 73
—Made in Japan 75
—Connecting in Consumerspace 77
—Virtual Tribes 77
—Fantasies in Consumerspace 79
—Instant Messaging, Instant Gratification 79
In Pursuit of Cool 82
—Chewing the Phat: Cool Hunters and the Teen Safari 84
—Tracking a Moving Target 85
—Cool Hunters: Now Lukewarm? 86
—Teen CyberCommunities 87
Contents vii
CHAPTER 4
Here s Where You Can Stick Your Ad: Customers Talk Back 89
From a One Night Stand to a Relationship 90
—Love, American Style 91
—CRM: Getting Up Close and Personal 92
One Size Doesn t Fit All 95
—Who Controls the Remote? Interactive Programming 98
—Levels of Interactive Response 99
—User Generated Content 102
Turning the Tables: The Consumer as Producer 104
—Fandom and Hero Worship 105
—Collectors 106
—Auctions and Swap Meets 107
—Network Marketing: Virtual Tupperware Parties 108
—Consumed Consumers 110
CHAPTER 5
From Pawns to Partners:
Turning Customers into Codesigners 113
Fail Early and Often 113
—Build an Employee Suggestion Box 115
—Learning by Observing: Do You Mind if I Watch? 116
Have It Your Way 118
—The Customization Revolution 118
—Customization Comes in Different Flavors 120
Getting Their Hands Dirty: The Customer as Codesigner 122
—The Voice of the Consumer 122
—Design For, With, or By 124
Virtual Codesign: Getting Online Feedback 126
CHAPTER 6
Virtual Voices: Building Consumerspace Online 135
Brand Communities 136
—Types of Communities 138
—Community Structures 138
— I Like to Watch : Types of Netizens 139
viii Contents
—Virtual Models: Beauty Is Only Skin Deep, but Ugly Is to
the Bone 140
—My Life as a Sim . . . ulation 145
The Corporate Paradox 148
—Pure Hype Communities 149
—Hybrid Communities 150
—Gaming and Advergaming 151
—Viral Marketing: Spread the Good Word 154
—Faux Buzz Communities 155
—Ratings and Rip Offs 157
—Pure Buzz Communities 158
—Virtual Kingdoms 159
—The Corporate Paradox Redux 160
CHAPTER 7
The Disneyfication of Reality:
Building Consumerspace Offline 163
A Pilgrimage to Orlando 163
Themed Environments: Build It and They Will Shop 164
—The Store as Theme Park 166
—The Ethnic Restaurant: Chowing Down on Culture 169
—Consuming Authenticity 169
—Authentic, but Not Too Authentic 171
Reality Engineering 173
—Guerrilla Marketing 175
—Product Placement: Brands Are the Story 178
CHAPTER 8
I Buy, Therefore I Am: Shopping in Consumerspace 183
The Thrill of the Hunt 183
—Shop . . . and Bond 186
—Gift unto Others ... 188
—The Dark Side of Shopping 191
Retail Atmospherics: Build It and They Will Come 192
—The Do lt Yourself Mall 194
—Scentual Marketing 197
Contents ix
—The Sound of Muzak 198
—Shop the Store, Buy the Soundtrack 199
—POP Goes the Shopper 199
Participatory Shopping: The Mall as Amusement Park 202
—Participatory Shopping: Bricks 203
—Participatory Shopping: Clicks 204
CHAPTER 9
Trouble in Paradise:
Culture Jamming in Consumerspace 207
Vox Populi 207
—America™: Culture Jamming and Brand Bashing 208
—Negative WOM 209
—Protest Sites 210
—The Rumor Mill 212
—The Customer Is Never Right 214
Anticonsumption: Power to the People 215
—The Dark Side of Consumers 216
—Consumer Terrorism 217
—Consumer Terrorism Offline 217
—Consumer Terrorism Online 218
The Value of Me: Who Owns Our Minds, Our Bodies—and
Our Data? 219
—Subliminal Subversion 220
—Whose Hand Is in the Cookie Jar? 222
—None of Your Business 223
—Sorry, Not Interested . . . 224
CHAPTER 10
Simply, Consumerspace 227
Escape from Freedom: The Paradox of Consumerspace 227
—It s About Time 229
—Waiting Is a No No 230
—I, Robot? 232
—Mental Accounting 233
—To Search or Not to Search 235
x Contents
Offline Filtering Agents: Legs and Brains 237
—What Would Tiger Woods Do? 237
—Surrogate Consumers 239
Online Filtering Agents 242
—Cybermediaries: Virtual Middlemen 243
—Intelligent Agents: Do I Have a Book for You! 244
Epilogue: Lessons Learned in Consumerspace 246
Notes 251
Recommended Reading 261
Index 267
|
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:09:21Z |
| institution | BVB |
| isbn | 0814407412 |
| language | English |
| lccn | 2002155062 |
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| owner_facet | DE-1050 |
| physical | XII, 276 S. Ill., graph. Darst. |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | AMACOM |
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| spelling | Solomon, Michael R. 1956- Verfasser (DE-588)129227684 aut Conquering consumerspace marketing strategies for a branded world Michael R. Solomon New York [u.a.] AMACOM 2003 XII, 276 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 251-265) and index Consommateurs - Préférences Produits de marque - Commercialisation Relations avec la clientèle Branding (Marketing) Consumers' preferences Customer relations HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010110185&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Solomon, Michael R. 1956- Conquering consumerspace marketing strategies for a branded world Consommateurs - Préférences Produits de marque - Commercialisation Relations avec la clientèle Branding (Marketing) Consumers' preferences Customer relations |
| title | Conquering consumerspace marketing strategies for a branded world |
| title_auth | Conquering consumerspace marketing strategies for a branded world |
| title_exact_search | Conquering consumerspace marketing strategies for a branded world |
| title_full | Conquering consumerspace marketing strategies for a branded world Michael R. Solomon |
| title_fullStr | Conquering consumerspace marketing strategies for a branded world Michael R. Solomon |
| title_full_unstemmed | Conquering consumerspace marketing strategies for a branded world Michael R. Solomon |
| title_short | Conquering consumerspace |
| title_sort | conquering consumerspace marketing strategies for a branded world |
| title_sub | marketing strategies for a branded world |
| topic | Consommateurs - Préférences Produits de marque - Commercialisation Relations avec la clientèle Branding (Marketing) Consumers' preferences Customer relations |
| topic_facet | Consommateurs - Préférences Produits de marque - Commercialisation Relations avec la clientèle Branding (Marketing) Consumers' preferences Customer relations |
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