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Lifestyle marketing reaching the new American consumer /

by Michman Ronald D.

Synopsis

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.

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Book Information

Copyright year 2003
ISBN-13 9781567206401
ISBN-10 1567206409
Class Copyright
Publisher Praeger
Subject BUSINESS & ECONOMICS;SOCIAL SCIENCE
File Size 0 MB
Number of Pages 239
Shelf No. HB662