Published by Soundview Executive Book Summaries, P.O. Box 1053, Concordville, Pennsylvania 19331 USA
©2004 Soundview Executive Book Summaries • All rights reserved. Reproduction in whole or part is prohibited.
Marketing Strategies for a Branded World
CONQUERING
CONSUMER-
SPACE
THE SUMMARY IN BRIEF
For those in marketing, it’s never been a more exciting — and confusing
— time to be in business. Products aren’t just functional: They define who a
person is and what he or she wants to be. Companies don’t market to people;
they market with them. Today’s customer base is so diverse and in flux that
the old rules of marketing have been rendered obsolete.
In Conquering Consumerspace, Michael R. Solomon, director of
Mind/Share Inc., a consulting firm specializing in online consumer research,
provides a lively exploration of the new realities of how we market to con-
sumers today. In consumerspace, a place where our very reality is branded,
marketers have a vast number of new choices that have been enabled by the
dynamic nature of today’s interactive environment. Conquering
Consumerspace promises to help readers navigate today’s complex consumer
economy, master its challenges, and capitalize on its boundless opportunities.
Concentrated Knowledge™ for the Busy Executive • www.summary.com
Vol. 26, No. 2 (2 parts) Part 2, February 2004 • Order # 26-05
CONTENTS
Welcome
To Consumerspace
Pages 2, 3
The Good Old Days
Of Marketerspace
Page 2
O Pioneers!: Youth
In Consumerspace
Pages 3, 4
Customers Talk Back
Page 4
Customer Involvement
In Consumerspace
Pages 4, 5, 6
Levels of Interactive
Response
Page 5
Consumerspace
Online and Off
Pages 6, 7, 8
Product Placement
Page 8
By Michael R. Solomon
FILE:MARKETING®
What You’ll Learn In This Summary
This essential guide gives you the tools to market your products and ser-
vices more effectively both online and off, including:
✓ How to tailor advertising messages to the worldwide economic force of
Gen Y.
✓ How companies have successfully developed customized personaliza-
tion strategies onli