Ronald D. Michman, Edward M. Mazze

The Affluent Consumer (eBook, PDF)

Marketing and Selling the Luxury Lifestyle

• Format: PDF

Produktbeschreibung

By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than any time in the past. This market represents lucrative opportunities for companies that understand how these customers think, act, and make purchasing decisions. Applying primary research, including demographic and economic data, and expertise developed from decades of studying, teaching, and consulting in marketing and consumer behavior, Ronald Michman and Edward Mazze present a comprehensive approach to analyzing the affluent consumer-and creating, promoting, and selling innovative products and services to them. Illustrating their principles through dozens of examples, including Armani, Mercedes Benz, Brooks Brothers, Neiman Marcus, Merrill Lynch, Tiffany, and even discounters, such as Target and Wal-Mart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconcpetions about the composition and behavior of this segment, they provide not only a practical guide for marketers and students of marketing, but a fascinating glimpse into a culture driven by materalism, status, and aspirations to luxury.

By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than at any time in the past. In 2004, there were 8.2 million households in the United States with net worth over $1 million, excluding primary residence. Meanwhile, between 1995 and 2001, the number of families filing tax returns for income exceeding $200,000 doubled. This market represents lucrative opportunities for companies that understand how these consumers think, act, and make purchasing decisions.

Produktdetails

• Verlag: Bloomsbury Publishing Inc
• Seitenzahl: 208
• Altersempfehlung: ab 7 Jahre
• Erscheinungstermin: 30. September 2006
• Englisch
• ISBN-13: 9780313086519
• Artikelnr.: 68528467

Autorenporträt

RONALD D. MICHMAN is Professor of Marketing at Shippensburg University in Pennsylvania. He is the author of Marketing to Changing Consumer Markets: Environmental Scanning and coauthor of Marketing Channels and Strategies, Second Edition, and Strategic Advertising Decisions, as well as numerous articles that have appeared in Business, Business Horizons, Industrial Marketing Management, and the Journal of Business Strategy.

Inhaltsangabe

Preface Acknowledgments Chapter 1. Wealth in America Chapter 2. Bridging
the Gap Chapter 3. When Good Is Not Good Enough Chapter 4. Changing
Economic Dimensions Chapter 5. The Affluent All-American Consumer Chapter
6. Affluent Groups and Aspirations Chapter 7. Segmenting the Affluent
Market Chapter 8. Upscale Strategies Are Not a Panacea Chapter 9.
Redefining Affluent Consumer Lifestyles Chapter 10. Myths, Realities and
Predictions Notes Selected Bibliography Index