Selling to a Segmented Market
Author | : Chester A. Swenson |
Publisher | : McGraw Hill Professional |
Total Pages | : 204 |
Release | : 1992 |
ISBN-10 | : 0844234591 |
ISBN-13 | : 9780844234595 |
Rating | : 4/5 (91 Downloads) |
Book excerpt: This volume shows how businesses can prosper in the rapidly changing, fragmented markets of the 1990s by adopting a new, highly effective marketing strategy--the lifestyle approach. Author Chester Swenson profiles the major and emerging consumer segments and shows how to reach these markets through precisely targeted, personalized marketing campaigns that take into account a segment's demographics, attitudes, values, interests, community activities, and affiliations. Successful lifestyle programs introduced by major companies like Reebok, 3M, and Coca-Cola are used throughout the discussion to illustrate aspects of the lifestyle marketing strategy.