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"Michman and Mazze describe the affluent consumer according to income and value of assets, and trace the growth of this segment, comparing past profiles to present trends. The increase in dual-income households in the past decade has contributed to this expansion. At one extreme are those confident about the future and concerned with their image, owning large homes and fancy cars; at the other, those who do not see themselves as affluent, maintaining modest homes and cars. The authors provide a wealth of statistical information to underscore the changes in the affluent sector over the years. They also address the impact of stereotypes in targeting the affluent, and the influence of various cultural factors and relevant myths. The affluent market today has blossomed into a global phenomenon. Marketers sorely need an improved understanding of this profitable segment to promote their products and services more effectively, which this book provides. Targeting requires customer cooperation coupled with the use of myriad research sources, via the Internet, telephone, and the traditional library. Eminently readable and highly interesting, this book is directed primarily at practitioners present and future, hence useful to upper-level undergraduate and graduate students as well. Recommended. Academic and professional library collections."-Choice
Product Description
The affluent sector is growing exponentially, and is far more diverse 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, the authors 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 WalMart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconceptions 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 materialism, status, and aspirations to luxury.
See all Product Description
"Michman and Mazze describe the affluent consumer according to income and value of assets, and trace the growth of this segment, comparing past profiles to present trends. The increase in dual-income households in the past decade has contributed to this expansion. At one extreme are those confident about the future and concerned with their image, owning large homes and fancy cars; at the other, those who do not see themselves as affluent, maintaining modest homes and cars. The authors provide a wealth of statistical information to underscore the changes in the affluent sector over the years. They also address the impact of stereotypes in targeting the affluent, and the influence of various cultural factors and relevant myths. The affluent market today has blossomed into a global phenomenon. Marketers sorely need an improved understanding of this profitable segment to promote their products and services more effectively, which this book provides. Targeting requires customer cooperation coupled with the use of myriad research sources, via the Internet, telephone, and the traditional library. Eminently readable and highly interesting, this book is directed primarily at practitioners present and future, hence useful to upper-level undergraduate and graduate students as well. Recommended. Academic and professional library collections."-Choice
Product Description
The affluent sector is growing exponentially, and is far more diverse 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, the authors 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 WalMart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconceptions 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 materialism, status, and aspirations to luxury.
See all Product Description
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31% buy The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands £28.50 |
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