The Truth about What Customers Want by Michael Solomon, PhD (2009, Pearson Education Inc), is a “how to” handbook for the way people and organizations act, and the consumer behavior that drives them to buy particular products or services.

What drives people to be attracted to particular products or services?  Solomon reminds us that firms exist to satisfy needs, but that those needs can only be satisfied if the people or organizations understand who will use the products and services they are trying to sell so that they can meet the needs better than their competitors.  He also takes the reader to the next step by analyzing the psychological motivations behind decision making, and tells us how to foster deeper, more emotional connections with consumers.

He has organized consumer behavior into 50 bite-sized chapters, each one giving the reader a marketing truth that is presented in a glib and funny way. The accompanying examples show how each insight has played out in the market, such as the Geico cavemen or Wal-Mart's "standardized while localized" strategy.

This is a quick read that is packed with marketing truths anyone can use to be more accurate in understanding and targeting the right market.  Whether you are selling consumer goods in a retail environment or services and products to organizations, this is a great resource.  It can be instantly utilized, and shares 50 concepts anyone in business can tailor to the behavior of their own market.  This title gets two thumbs up for being jam-packed with useful marketing tools.  Pick this one up and take your marketing and product or service placement to the next level!