Lifestyle Marketing: Reaching the New American Consumer

(Hardback)

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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.

Reviews

"[A] useful handbook to marketers, illuminating the ways to reach varying identity markets."-Sage Race Relations Abstracts
[A] useful handbook to marketers, illuminating the ways to reach varying identity markets.-Sage Race Relations Abstracts
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. This work should be a part of every serious business collection. Highly recommended. Upper-division undergraduate through professional collections.-Choice
New Markets, New Media Web Addendum [T]o be considered for public and academic library collections. To give your collection more depth....[r]ecommended.-LibraryJournal.com
"New Markets, New Media Web Addendum To be considered for public and academic library collections. To give your collection more depth....recommended."-LibraryJournal.com
"New Markets, New Media Web Addendum [T]o be considered for public and academic library collections. To give your collection more depth....[r]ecommended."-LibraryJournal.com
"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. This work should be a part of every serious business collection. Highly recommended. Upper-division undergraduate through professional collections."-Choice

Author Bio

RONALD D. MICHMAN is Professor Emeritus of Marketing, Shippensburg University, Shippensburg, Pennsylvania. He is the author or co-author of nine books, including Specialty Retailers: Marketing Triumphs and Blunders (Quorum Books, 2001), The Food Industry Wars: Marketing Triumphs and Blunders (Quorum Books, 1998), and Lifestyle Market Segmentation (Quorum Books, 1991). EDWARD M. MAZZE is Dean of the College of Business Administration and holder of the Alfred J. Verrecchia-Hasbro Inc. Leadership Chair in Business at the University of Rhode Island. He is co-author with Ronald D. Michman of Specialty Retailers and The Food Industry Wars. ALAN J. GRECO was formerly Associate Professor of Marketing at the School of Business and Economics at North Carolina A&T State University in Greensboro. He is the co-author with Ronald D. Michman of Retailing Triumphs and Blunders: Victims of Competition in the New Age of Marketing Management (Quorum Books, 1995).