In part 4 of our Masterclass Series on Building a Strategic Marketing Plan, host Eric Dickmann talks with Professor of Marketing and Author, Michael Solomon, about Building a Brand Story That Resonates with Your Ideal Customer.
Michael “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.
Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients on marketing strategies to make them more consumer-centric, and he is currently directing Nielsen’s revamp of its global Brand Health Model. Michael is a Contributor at Forbes.com, where he writes about issues related to consumer behavior, marketing, and retailing. His articles have been cited over 30,000 times, and he is frequently quoted in publications such as The New York Times, The Washington Post, Time, USA Today, and Adweek. His newest book, The New Chameleons: Connecting with Consumers Who Defy Categorization, will be published globally by Kogan Page in February 2021.
As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia), a sought-after keynote speaker, and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies.
His latest book, "The New Chameleons - Connecting with Consumers Who Defy Categorization" is available now on Amazon
For additional resources on this episode and from our other episodes in this Masterclass Series, visit https://fiveechelon.com/masterclass
For more information about Eric Dickmann and The Five Echelon Group, visit https://fiveechelon.com/
For more information about Michael Solomon, visit https://www.linkedin.com/in/michaelsolomon/
Episode #55
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