Selling to a Segmented Market

Selling to a Segmented Market

by Chester Swenson



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Selling to a Segmented Market by Chester Swenson

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.

Product Details

ISBN-13: 9780844234595
Publisher: McGraw-Hill Companies, The
Publication date: 08/01/1992
Edition description: REPRINT
Pages: 177
Product dimensions: 6.02(w) x 9.03(h) x 0.56(d)

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