The Soul of the New Consumer: Authenticity-What We Buy and Why in the New Economy
Author: David Lewis, Darren Bridger
List Price: $19.95
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ISBN: 1857882989
Publisher: Nicholas Brealey (May, 2001)
Sales Rank: 221,889
Average Customer Rating: 4.43 out of 5
Customer Reviews
Rating: 5 out of 5
A Must Read for Anyone in Consumer Marketing
Too many "business" books are heavy on war stories, light on principles or organizing theory. They are fun to read, but light on "so what?" Lewis and Bridger meld theory and observations from their consulting practice to offer an actionable framework for understanding the forces driving consumer preferences. Anyone in consumer marketing will cull valuable insights from this enjoyable to read book. This book would also make an excellent supplement for an undergraduate or MBA Consumer Behavior course.
Rating: 3 out of 5
Soul.. Is A Strong Word..
Enjoyed this, also enjoyed "E-Customer" and "Why They Don't Buy" by Max Mckeown. ...Shame that more from the USA have not yet discovered this pair. The first is passionate and multi-colored, the second is comprehensive and practical. Read together they give you a superb framework for delivering the kind of CRM and Experience that customers really buy.
Rating: 5 out of 5
Fascinating & full of interesting facts
This book was a really fascinating insight into why we buy things in the age of the Internet. It answers questions like: what do people really look for when making a buying decsion? What methods of selling work best with today's sophisticated consumers? and: Does market segmentation REALLY work? The photos weren't all that great, but otherwise its a pretty excellent book. Similar Products
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