Product Details: The Affluent Consumer
| Author: | Ronald D. Michman, Edward M. Mazze, Edward M. Mazze, Ronald D. Michman |
| Format: | Hardcover: 194 pages. |
| Publisher: | Praeger Pub Text (09/30/2006) |
| ISBN: | 0275992829 |
| ISBN13: | 9780275992828 |
| Reading Level: |
Publisher Notes: The Affluent Consumer
- By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than any time in the past. This market represents lucrative opportunities for companies that understand how these customers think, act, and make purchasing decisions. Applying primary research, including demographic and economic data, and expertise developed from decades of studying, teaching, and consulting in marketing and consumer behavior, Ronald Michman and Edward Mazze present a comprehensive approach to analyzing the affluent consumer--and creating, promoting, and selling innovative products and services to them. Illustrating their principles through dozens of examples, including Armani, Mercedes Benz, Brooks Brothers, Neiman Marcus, Merrill Lynch, Tiffany, and even discounters, such as Target and Wal*Mart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconcpetions about the composition and behavior of this segment, they provide not only a practical guide for marketers and students of marketing, but a fascinating glimpse into a culture driven by materalism, status, and aspirations to luxury.
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