Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department,AMACOM, a division of American Management Association,1601 Broadway, New York, NY 10019.Tel.: 212-903-8316. Fax: 212-903-8083.Web site: www.amacombooks.orgThis publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal,accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.Various names used by companies to distinguish their software and other products can be claimed as trademarks. AMACOM uses suchnames throughout this book for editorial purposes only, with no intention of trademark violation. All such software or product namesare in initial capital letters or ALL CAPITAL letters. Individual companies should be contacted for complete information regardingtrademarks and registration.Library of Congress Cataloging-in-Publication DataSolomon, Michael R.Conquering consumerspace : marketing strategies for a branded world / Michael R. Solomon.p. cm.Includes bibliographical references and index.ISBN 0-8144-0741-2 (hardcover)1. Brand name products—Marketing. 2. Consumers’ preferences.3. Customer relations. I. Title.HD69.B7S65 2003658.8
27—dc21 2002155062
2003 Michael R. SolomonAll rights reserved.Printed in the United States of America.This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the prior writtenpermission of AMACOM, a division of American Management Association,1601 Broadway, New York, NY 10019.Printing number 10 9 8 7 6 5 4 3 2 1
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