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Selling to a Segmented Market: The Lifestyle Approach by Chester A. Swenson (Eng
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- Buy It NowSelling to a Segmented Market: The Lifestyle Approach by Chester A. Swenson (Eng
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Located in: Fairfield, Ohio, United States
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- 98.3% positive feedback
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eBay item number:386098801443
Item specifics
- Condition
- ISBN-13
- 9780899304465
- Book Title
- Selling to a Segmented Market
- ISBN
- 9780899304465
- Publication Year
- 1990
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Selling to a Segmented Market : the Lifestyle Approach
- Item Height
- 0.5in
- Item Length
- 8.5in
- Publisher
- Bloomsbury Publishing USA
- Item Width
- 5.5in
- Item Weight
- 13.8 Oz
- Number of Pages
- 200 Pages
About this product
Product Information
Written by one of the foremost experts on segmented marketing, 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, among them the 50-plus generation, women, college students, Hispanics, and African Americans, 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. Swenson also challenges conventional marketing protocols, norms, and wisdom, revealing misconceptions about specific consumer segments and identifying marketing blunders that have resulted from a failure to understand the new market realities. Swenson begins by exploring the applications of segmented marketing to the global markets of the next decade. He describes the process of lifestyle marketing, which involves creating an affinity or emotional attraction to a particular product or service by linking it with the preferred lifestyles of potential consumers. Frequently, Swenson shows, this is achieved through affiliations with individuals, organizations or activities that are integral to a target consumer segment. He offers tips for arranging endorsements, working with nonprofit associations in cause-related marketing campaigns, and building strategic alliances with other companies. Each of the major market segments is discussed in depth in a separate chapter that not only provides current demographic information but also discusses their media usage, attitudes, affiliations, leisure time activities, and role models. Swenson then looks ahead to pinpoint emerging marketing opportunities offered by Asian-American consumers, military families, and active environmentalists. Certain to become the standard source on lifestyle marketing, Swenson's work will be indispensable for advertising and marketing executives concerned about maintaining the competitive edge in an increasingly fragmented marketplace.
Product Identifiers
Publisher
Bloomsbury Publishing USA
ISBN-10
089930446x
ISBN-13
9780899304465
eBay Product ID (ePID)
3038743961
Product Key Features
Publication Name
Selling to a Segmented Market : the Lifestyle Approach
Format
Hardcover
Language
English
Publication Year
1990
Type
Textbook
Number of Pages
200 Pages
Dimensions
Item Length
8.5in
Item Height
0.5in
Item Width
5.5in
Item Weight
13.8 Oz
Additional Product Features
Number of Volumes
1 Vol.
Lc Classification Number
Hf5415
Reviews
"Swenson draws on his corporate marketing background (Security Bank, Disney, Grolier) and cites numerous examples from the work of his marketing firm to detail an extensive review of specific market segments. After discussing the decline in mass-marketing approaches of the '50s and '60s, he argues for the lifestyle approach to each segment's 'points of commonality,' including shared values, activities, institutions, ethnic and religious connections, heroes and models, etc. He advocates sponsoring events, getting involved in the communities, and, where possible, forming alliances and using cross-promotions. Offering references and many specific examples, Swenson clearly details the size, lifestyle, and growth rates for "secure adults" (over 55), women, college students, Hispanics, and African Americans and offers insights on how to reach these segments effectively. Additional chapters focus on marketing through sports, on emerging market segments including Asian Americans, the military, and the Greens (environmentalists). and on regional marketing. A useful addition to academic and professional business collections." Choice
Table of Content
Preface Introduction Segmentation and the Lifestyle Approach Getting There from Here Secure Adults Women College Students Hispanics African Americans Marketing Through Sports Catching the Tide General Bibliography Index
Copyright Date
1990
Target Audience
College Audience
Topic
Marketing / General, General, Sales & Selling / General
Lccn
89-049432
Dewey Decimal
658.8/35
Dewey Edition
20
Illustrated
Yes
Genre
Business & Economics
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eBay item number:386098801443
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Item as described, good price, well packaged, arrived slightly later than hoped (not in time for Christmas ) but the order was placed in a very busy shipping period. No issue with the seller’s speed of response and sending the item. Great seller!
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Great seller with great communication! Item arrived complete, as described and for a good price. There was a bit of an issue with tracking the order at one point (not the seller's fault), but seller was proactive in reaching out to the carrier and myself to get everything back on track. Arrived when expected.
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Quality and hard to find book that won't be released 'til January 2025 in the U.S.A.
Fantastic price.
Book was in a secure and protective package. Arrived a few days after I placed order and that was faster than I expected.
Seller is a fantastic communicator and proactive in regards to tracking status. I'd definitely buy from them in the future.
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