[PDF] Lifestyle Marketing: Reaching the New American Consumer
☆ Ronald D. Michman, Edward M. Mazze, Alan J. Greco ☆
#2908825 in eBooks 2003-10-30 2003-10-30File Name: B001FSJ9LC
8 of 8 people found the following review helpful. Disappointing in the extremeBy theCultFigurineThis book had a couple of big flaws. One was that much of the material was superficial and obvious. The other was that it was terribly written, and must have had an unskilled editor. After reading a particularly incoherent "case study" that barely supported the book's thesis, and may have mildly undermined it, I just had to stop reading it."For sales and marketing professionals as well as anyone interested in contemporary marketing, this book provides an easy-to-read introduction to the influence of lifestyles on modern sales and marketing strategies. The excellent bibliography will lead readers to other relevant publications. ThisIn 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.... [PDF.ie94] Lifestyle Marketing: Reaching the New American Consumer Rating: 3.96 (727 Votes)
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