Ronald D. Michman, Edward M. Mazze, Alan J. Greco

Lifestyle Marketing

Reaching the New American Consumer

• Broschiertes Buch

Produktbeschreibung

In today's competitive economic environment, knowing your customer has never been more important. Research shows that most companies do not segment their market by lifestyle. Instead, they rely solely on demographic factors to define their customers. This book helps marketers understand how to reach customers from children to tweens and singles to seniors. It demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy. Yet another consumer group evaluated here is the emerging affluent market. This book is a prerequisite to relationship marketing. It tells the reader how to reach carefully defined and described market segments. Because buyers' behaviors are so important to lifestyle market segmentation strategies, this book demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy.

Produktdetails

• Verlag: Praeger
• Seitenzahl: 260
• Erscheinungstermin: 1. Oktober 2003
• Englisch
• Abmessung: 229mm x 152mm x 14mm
• Gewicht: 382g
• ISBN-13: 9780313361562
• ISBN-10: 0313361568
• Artikelnr.: 23844426

Autorenporträt

Ronald D. Michman, Edward M. Mazze, Alan J. Greco

Inhaltsangabe

Illustrations Preface Acknowledgments The Basis for Competitive Lifestyle
Market Segmentation Strategies Lifestyles and decision Making Purchasing
Behavior Changing Values and Lifestyles Subcultural Segmentation and
Targeting Changing Lifestyles of the Singles Market Targeting the Changing
Lifestyles of Children, Tweens, Teens, and College Markets Targeting the
Changing Lifestyles of the Senior Market Culture and Targeting the Changing
Lifestyles of the Black and Hispanic Markets Social Class and Targeting the
Changing Lifestyles of the Asian, Jewish, and Italian Markets Epilogue
Bibliography Index