Lifestyle Marketing: Reaching the New American Consumer

by Edward M. Mazze, Alan J. Greco, Ronald D. Michman

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 1567206409
• ISBN13: 9781567206401
• Release Date: October 2003
• Publisher: Praeger
• Length: 256 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.9" x 6.1" x 9.5"