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Michael Solomon

Michael Solomon
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. As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies.

ROI: Return on Involvement

Imagine this conversation between two shoppers at a car dealership: Consumer #1: I want the one I read about in the latest issue of Car...

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