38 Michael Solomon, Author of Consumer Behavior: Buying, Having & Being

2021-04-15

We don't buy brands for what they do. We buy for what they mean to us. Michael Solomon examines what influences why we buy. Attributes vs. Benefits Rational vs. Irrational What vs. Why How to market during a crisis? What needs to stay the same? What needs to change? What stories do brands need to convey? What roles do relationships play? How do you address markets of one? The New Chameleons Consumers are changing but the marketing categories used to...

We don't buy brands for what they do. We buy for what they mean to us. Michael Solomon examines what influences why we buy.

Attributes vs. Benefits
Rational vs. Irrational
What vs. Why

How to market during a crisis?

What needs to stay the same?
What needs to change?
What stories do brands need to convey?
What roles do relationships play?
How do you address markets of one?

The New Chameleons

Consumers are changing but the marketing categories used to identify them have not. Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture.

Michael Solomon “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world.

Learn more about Michael Solomon, his books and services at the website

https://www.michaelsolomon.com/

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