This book helps marketers understand how to reach customers from children to tweens and singles to seniors.
Illustrations
Preface
Acknowledgments
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
Epilogue
Bibliography
Index
RONALD D. MICHMAN is Professor Emeritus of Marketing,
Shippensburg University, Shippensburg, Pennsylvania. He is the
author or co-author of nine books, including Specialty Retailers:
Marketing Triumphs and Blunders (Quorum Books, 2001), The Food
Industry Wars: Marketing Triumphs and Blunders (Quorum Books,
1998), and Lifestyle Market Segmentation (Quorum Books, 1991).
EDWARD M. MAZZE is Dean of the College of Business Administration
and holder of the Alfred J. Verrecchia-Hasbro Inc. Leadership Chair
in Business at the University of Rhode Island. He is co-author with
Ronald D. Michman of Specialty Retailers and The Food Industry
Wars.
ALAN J. GRECO was formerly Associate Professor of Marketing at the
School of Business and Economics at North Carolina A&T State
University in Greensboro. He is the co-author with Ronald D.
Michman of Retailing Triumphs and Blunders: Victims of Competition
in the New Age of Marketing Management (Quorum Books, 1995).
"[A] useful handbook to marketers, illuminating the ways to reach
varying identity markets."-Sage Race Relations Abstracts
?[A] useful handbook to marketers, illuminating the ways to reach
varying identity markets.?-Sage Race Relations Abstracts
?For sales and marketing professionals as well as anyone interested
in contemporary marketing, this book provides an easy-to-read
introduction to the influence of lifestyles on modern sales and
marketing strategies. The excellent bibliography will lead readers
to other relevant publications. This work should be a part of every
serious business collection. Highly recommended. Upper-division
undergraduate through professional collections.?-Choice
?New Markets, New Media Web Addendum [T]o be considered for public
and academic library collections. To give your collection more
depth....[r]ecommended.?-LibraryJournal.com
"New Markets, New Media Web Addendum ÝT¨o be considered for public
and academic library collections. To give your collection more
depth....Ýr¨ecommended."-LibraryJournal.com
"New Markets, New Media Web Addendum [T]o be considered for public
and academic library collections. To give your collection more
depth....[r]ecommended."-LibraryJournal.com
"For sales and marketing professionals as well as anyone interested
in contemporary marketing, this book provides an easy-to-read
introduction to the influence of lifestyles on modern sales and
marketing strategies. The excellent bibliography will lead readers
to other relevant publications. This work should be a part of every
serious business collection. Highly recommended. Upper-division
undergraduate through professional collections."-Choice
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