[国外经济类书籍大全]-amacom-conquering-

ConqueringConsumerspaceMarketingStrategiesforaBrandedWorldMichaelR.SolomonAmericanManagementAssociationNewYork•Atlanta•Brussels•BuenosAires•Chicago•London•MexicoCitySanFrancisco•Shanghai•Tokyo•Toronto•Washington,D.C...........................9941$$$$FM03-21-0315:38:11PSSpecialdiscountsonbulkquantitiesofAMACOMbooksareavailabletocorporations,professionalassociations,andotherorganizations.Fordetails,contactSpecialSalesDepartment,AMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.Tel.:[phone].Fax:[phone].Website::marketingstrategiesforabrandedworld/MichaelR.Solomon.p.cm.Includesbibliographicalreferencesandindex.ISBN0-8144-0741-2(hardcover)1.Brandnameproducts—Marketing.2.Consumers’preferences.3.Customerrelations.I.Title.HD69.B7S652003658.8
27—dc2120021550622003MichaelR.SolomonAllrightsreserved.PrintedintheUnitedStatesofAmerica.Thispublicationmaynotbereproduced,storedinaretrievalsystem,ortransmittedinwholeorinpart,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofAMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.Printingnumber10987654321..........................9941$$$$FM03-21-0315:38:11PSToGailBelovedEmpressofConsumerspace..........................9941$$$$FM03-21-0315:38:12PS..........................9941$$$$FM03-21-0315:38:12PSThisPageIntentionallyLeftBlankContentsPrefacexiAcknowledgmentsxiiCHAPTER1NowEnteringConsumerspace:WelcometoaBrandedWorld1ThisBookBroughttoYouBy...1TheGoodOldDaysofMarketerspace2—TheConsumerasCouchPotato3—BroadcastingIsDead.LongLiveNarrowcasting5—GoodbyeWhiteBread.HelloBagels,Tortillas,andCroissants6—GettingtoKnowYou9—Consumer.com10—YouSayTomato...11IConsume,ThereforeIAm12—TheTiesThatBind13—‘‘HeWhoDieswiththeMostToys,Wins...’’14—TheGlobalVillage:ExportingNikeCulture17—ProductsasSymbols20—ByYourToysShallTheyKnowYou21—TheBrandPersonality22—IsItRealorIsIt...24—SignpostsofMeaning25—Pssst.WannaBuyaBootlegStevelandMorrisHardawayCD?28—FromHypetoHyperreality29—TheChurchofMcDonald’s30—ZeusMeetsNike31LoveMe,LoveMyBrand33—NowAppearingataDepartmentStoreNearYou33—CanIPlay?ParticipatoryMarketing35v..........................9941$$CNTS03-21-0315:38:15PSviContentsCHAPTER2HowProductsGetTheirMeaninginConsumerspace39ActorsontheStageofConsumerspace40—AreYouWhatYouBuy?42—TheExtendedSelf43—IAmNot,ThereforeIAm44—ProductConstellations:TheForestortheTrees?45LearningtheScript48—CoolRadar48—TheMemeMessengers51TheStyleFunnel:BuildingUpandBreakingDown52—CulturalSelection:SurvivaloftheCoolest52—CulturalGatekeepers:GuardingtheDoorsofConsumerspace55—MusictoOurEars56—DecodingtheFormula57CHAPTER3OPioneers!:ScanningGlobalYouthCulture61TeenAngels61—Consumers-in-Training62—ReachingKidsWhereTheyLive(andLearn)64—YouthIsWastedontheYoung65GlobalYouthCulture:It’saSmallWorldAfterAll66—Marketing:TheNewEsperanto68—YouthTribes73—MadeinJapan75—ConnectinginConsumerspace77—VirtualTribes77—FantasiesinConsumerspace79—InstantMessaging,InstantGratification79InPursuitofCool82—ChewingthePhat:CoolHuntersandtheTeenSafari84—TrackingaMovingTarget85—CoolHunters:NowLukewarm?86—TeenCyberCommunities87..........................9941$$CNTS03-21-0315:38:16PSviiContentsCHAPTER4Here’sWhereYouCanStickYourAd:CustomersTalkBack89FromaOne-NightStandtoaRelationship90—Love,AmericanStyle91—CRM:GettingUpCloseandPersonal92OneSizeDoesn’tFitAll95—WhoControlstheRemote?InteractiveProgramming98—LevelsofInteractiveResponse99—User-GeneratedContent102TurningtheTables:TheConsumerasProducer104—FandomandHeroWorship105—Collectors106—AuctionsandSwapMeets107—NetworkMarketing:VirtualTupperwareParties108—ConsumedConsumers110CHAPTER5FromPawnstoPartners:TurningCustomersintoCodesigners113FailEarlyandOften113—BuildanEmployeeSuggestionBox115—LearningbyObserving:DoYouMindifIWatch?116HaveItYourWay118—TheCustomizationRevolution118—CustomizationComesinDifferentFlavors120GettingTheirHandsDirty:TheCustomerasCodesigner122—TheVoiceoftheConsumer122—DesignFor,With,orBy124VirtualCodesign:GettingOnlineFeedback126CHAPTER6VirtualVoices:BuildingConsumerspaceOnline135BrandCommunities136—TypesofCommunities138—CommunityStructures138—‘‘ILiketoWatch’’:TypesofNetizens139..........................9941$$CNTS03-21-0315:3