Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
The Affluent Consumer : Marketing and Selling the Luxury Lifestyle, Hardback Book

The Affluent Consumer : Marketing and Selling the Luxury Lifestyle Hardback

Hardback

Out of stock

Description

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.

Information

£43.00

Out of stock
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information