Research Catalog

Title

The affluent consumer : marketing and selling the luxury lifestyle / Ronald D. Michman and Edward M. Mazze.

Author

Michman, Ronald D.

Publication

Westport, Conn. : Praeger Publishers, 2006.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Mazze, Edward M.

Description

x, 194 pages; 25 cm

Summary

"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 affluent consumers - 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 misconceptions about the composition and behavior of this segment, they provide not only a practical guide for marketers and students of marketing, but also a glimpse into a culture driven by materialism, status, and aspirations to luxury."--BOOK JACKET.

Subjects

• Luxuries > United States > Marketing
• Affluent consumers > United States
• Target marketing > United States

Bibliography (note)

• Includes bibliographical references (p. [175]-185) and index.

Contents

Ch. 1. Wealth in America -- Ch. 2. Bridging the gap -- Ch. 3. When good is not good enough -- Ch. 4. Changing economic dimensions -- Ch. 5. The affluent all-American consumer -- Ch. 6. Affluent groups and aspirations -- Ch. 7. Segmenting the affluent market -- Ch. 8. Upscale strategies are not a panacea -- Ch. 9. Redefining affluent consumer lifestyles -- Ch. 10. Myths, realities and predictions.

ISBN

0275992829

LCCN

• 2006021766
• 9780275992828

OCLC

• OCM70230734
• SCSB-5924464

Owning Institutions

Columbia University Libraries