Understanding Consumer Behaviour by going to the Gemba – Interview with Michael R. Solomon
Today’s interview is with Michael R. Solomon, PhD who is Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia and the author of one of THE books, if not THE original book, on consumer behaviour. He joins us today to talk about the 12th Edition of that book: Consumer Behavior: Buying, Having, and Being and to share some insights into and trends in consumer behaviour.
This interview follows on from my recent interview – An agile manifesto for customer success – Interview with Todd Eby of Success Hacker – and is number 214 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.
Michael Solomon on Making it Easier to Toot Your Own Horn
In the next episode sponsored by Twenty20.com, Ilise Benun, of Marketing-Mentor.com, interviews author and marketing professor, Michael Solomon, of www.reachyourconsumers.com about how to be objective and authentic in your own self promotion.
Getting into the minds of your customers.
Focus less on the products and services you offer, and more on the way they make your customers feel.
So says Michael Solomon, author of ‘Consumer Behavior: Buying, Having and Being’. He explains, with examples, how it’s important to put yourself in the shoes of your customers to gain a thorough understanding of what they really want from you. He also sheds light on how traditional consumer behavior is shifting from owning to borrowing, and the blurring of online and real-world consumption.