Conquering Consumerspace

About the Author

Michael R. Solomon is a distinguished expert in the field of consumer behavior, boasting an illustrious career that bridges academia and practical application. As the director of Mind/Share Inc., a consulting firm specializing in online consumer research, Solomon has dedicated his professional life to understanding the intricate dynamics between consumers and the market. He is also the acclaimed author of Consumer Behavior: Buying, Having, and Being, the leading text on consumer behavior now in its fifth edition. His deep insights and innovative perspectives have made significant contributions to the way businesses interact with and understand their customers.

Main Idea

In Conquering Consumerspace: Marketing Strategies for a Branded World, Michael R. Solomon explores the profound transformation in how products are marketed in today's dynamic environment. He introduces the concept of "consumerspace," a realm where our reality is intricately branded, and consumers actively participate in creating and shaping brand identities. Unlike the traditional "marketerspace" where companies dictated the market trends, consumerspace is a collaborative environment where brands and consumers co-create value. Solomon provides a comprehensive guide to navigating this complex consumer economy, offering strategies to effectively market products and services both online and offline.

Table of Contents

1. Welcome to Consumerspace
2. O Pioneers!: Youth in Consumerspace
3. Customer Involvement in Consumerspace
4. Consumerspace Online and Off
5. Restaurants in Consumerspace
6. Product Placement

Welcome to Consumerspace

In today's consumerspace, successful companies partner with customers to develop brand personalities and create interactive fantasies. Solomon explains that companies must shift their focus away from simply marketing to people and toward marketing with them. Consumers buy products not just for their functionality but for what they represent. Brands help consumers construct their identities, making "share of mind" more critical than market share.

"Today, consumers are using material props to look good to themselves, to validate their identities, and to find meaning in their social environments." - Michael R. Solomon

Solomon highlights the transition from marketerspace to consumerspace, where mass media vehicles are no longer effective. Instead, marketers must track consumers' aspirations to develop brands and messages that resonate with evolving ideals. For example, Sony's recognition of a growing segment among prison inmates led to the development of specialized headphones, demonstrating a keen understanding of consumer needs and aspirations.

Getting to Know You

The traditional view of consumers as passive recipients of marketing messages is outdated. Solomon emphasizes the need for a two-way communication process where consumers exert control over the marketing information they receive. This shift has led to the rise of relationship marketing, which focuses on retaining existing customers rather than acquiring new ones. Brands must now create meaningful connections with consumers, often through shared experiences and common ownership.