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Technical Ronald D. Michman, Edward M. Mazze - The Affluent Consumer: Marketing and Selling the Luxury Lifestyle
Posted on 2010-10-13
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More Ronald D. Michman, Edward M. Mazze - The Affluent Consumer: Marketing and Selling the Luxury Lifestyle 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. 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 a fascinating glimpse into a culture driven by materialism, status, and aspirations to luxury. Please appreciate my work to rock these links: No another mirrors, please! >>> Read RULES >>> Download many interesting free eBooks HERE <<< Note 1: If you can not open the downloaded file, and your Adobe Reader reports on the damaged file, then your Adobe Reader. Lastest version of Adobe Reader opens this book perfectly. Note 2: Links not work? Send me PM and I'll try to help you.
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