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Lifestyle marketing : reaching the new American consumer

Author: Ronald D Michman; Edward M Mazze; Alan James Greco
Publisher: Westport, Conn. : Praeger, 2003.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

This guide for marketing professionals and students describes an approach to marketing that targets consumers according to lifestyle, rather than demographic factors. Based upon the authors' research  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Ronald D Michman; Edward M Mazze; Alan James Greco
ISBN: 1567206409 9781567206401
OCLC Number: 52559266
Description: xii, 241 pages ; 25 cm
Contents: The basis for competitive lifestyle market segmentation strategies --
Lifestyles and decision making --
Purchasing behavior --
Changing values and lifestyles --
Subcultural segmentation and targeting changing lifestyles of the singles market --
Targeting the changing lifestyles of children, tweens, teens, and college markets --
Targeting the changing lifestyles of the senior market --
Culture and targeting the changing lifestyles of the Black and Hispanic markets --
Social class and targeting the changing lifestyles of the Asian, Jewish, and Italian markets.
Responsibility: Ronald D. Michman, Edward M. Mazze, and Alan J. Greco.

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"[A] useful handbook to marketers, illuminating the ways to reach varying identity markets."-Sage Race Relations Abstracts

 
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