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Reviewed by Romuald Dzemo for Readers' Favorite
Marketers, Tear Down These Walls! Liberating the Postmodern Consumer by Michael Solomon is a compelling book on marketing, and it is a revolutionary book that explores the psychology of the consumer in today’s changing times. Until now, marketing experts have strongly relied on the principle of segmentation, that is defining their customers by categories, but the author of this book introduces something fresh — the principle of disruption. While marketers are busy trying to categorize their customers, the tastes of consumers shift with the changing times. So, how do they create strategies that allow them to connect with the right customers? The author proposes that market disruption should happen, that marketers get out of the box and break the walls that separate them from their potential customers.
A book packed with marketing gems, Marketers, Tear Down These Walls! Liberating the Postmodern Consumer will offer readers valuable information and tools they need to create winning marketing strategies for a complex marketplace. Michael Solomon comes across as an expert in marketing and he combines street smarts with interesting real-life examples to offer a message that is as powerful as it is invaluable. This book teaches readers to move out of the box, to think like contemporary consumers, and do things differently. The author writes: “Carefully identify the categories your industry uses to define offerings. Then demolish them. Maybe you can fuse a fashion product with a functional one.” The writing is confident and fluid, and the voice is irresistible. This is one of the best books I have read in the area of marketing.