eBook - PDF

The Affluent Consumer

Name: The Affluent Consumer
ISBN: 9780313086519

Marketing and Selling the Luxury Lifestyle

Ronald D. Michman,

Edward M. Mazze,

208 pages
English
PDF
Available on iOS & Android

eBook - PDF

The Affluent Consumer

Marketing and Selling the Luxury Lifestyle

Ronald D. Michman,

Edward M. Mazze,

About this book

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. By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than at any time in the past. In 2004, there were 8.2 million households in the United States with net worth over $1 million, excluding primary residence. Meanwhile, between 1995 and 2001, the number of families filing tax returns for income exceeding $200, 000 doubled. This market represents lucrative opportunities for companies that understand how these consumers think, act, and make purchasing decisions.

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Yes, you can access The Affluent Consumer by Ronald D. Michman,Edward M. Mazze in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.