Lifestyle Marketing: Reaching the New American Consumer

By admin • Oct 15th, 2009 • Category: Business

Lifestyle Marketing: Reaching the New American Consumer
by: Ronald D. Michman, Edward M. Mazze, Alan J. Greco
en | Praeger Publishers

1567206409 9781567206401 9780313053801

Lifestyle Marketing: Reaching the New American Consumer
By Ronald D. Michman, Edward M. Mazze, Alan J. Greco

Publisher: Praeger Publishers
Number Of Pages: 256
Publication Date: 2003-10-30
ISBN-10 / ASIN: 1567206409
ISBN-13 / EAN: 9781567206401

Product Description:

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.

Summary: Disappointing in the extreme
Rating: 1

This 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.

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