Marketing to the New Natural Consumer: Consumer Trends Forming the Wellness Category

By Harvey Hartman and David Wright

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• Format: Paperback
• Language: English
• ISBN: 1929027001
• ISBN13: 9781929027002
• Release Date: June 1999
• Publisher: Hartman Group
• Length: 284 Pages
• Weight: 100.00 lbs.

Customer Reviews

Hartman: excellent consumer insight for wellness industry

Harvey Hartman and his firm have spent the last ten to fifteen years studying "wellness" and all that goes with it: vitamins, minerals and herbal supplements (VMHS), the consumer trends toward prevention, alternative medicines, organic foods and the like. Hartman has had the good fortune to choose an industry which has reached 15 billion dollars in size and continues to boom. His research is impressive is impressive for its focus on wellness, for the scope of this booming industry, and for the depth of the Hartman firm's consumer insight.The book is well-organized and structured into chapters on particular topics (VMHS, Alternative Medicine, broad consumer trends, etc.). Each is based on extensive quantitative and qualitative studies the Hartman firm has published.The book suits itself to retailers, manufacturers and the various marketing service industries who participate in this area. The scope and depth of the research is astounding - far more than any one firm could commission on an ad-hoc basis. And here you get it for free!If the book has a weakness, it is that it focuses exclusively on the US and lacks any international references. Nonetheless, international marketers are well-served to read this book for comparisons to their own market.William L. Florida, Consumer Marketer