In today's competitive economic environment, knowing your
customer has never been more important. Research shows that most
companies do not segment their market by lifestyle. Instead, they
rely solely on demographic factors to define their customers. This
book helps marketers understand how to reach customers from
children to tweens and singles to seniors. It demonstrates how such
trends as cross-shopping and the blurring of gender roles can be
accounted for by one's overall marketing strategy.
Yet another consumer group evaluated here is the emerging
affluent market. This book is a prerequisite to relationship
marketing. It tells the reader how to reach carefully defined and
described market segments. Because buyers' behaviors are so
important to lifestyle market segmentation strategies, this book
demonstrates how such trends as cross-shopping and the blurring of
gender roles can be accounted for by one's overall marketing
strategy.
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