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Lifestyle Marketing: Reaching the New American Consumer
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 ...more
Hardcover, 256 pages
Published October 30th 2003 by Praeger
(first published October 1st 2003)
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Read this book looking for a marketing perspective on the causes of lifestyle choices, but like virtually all other marketing perspectives on lifestyle, this book is concerned not so much with the causes of lifestyle, but how to use the existence of lifestyle segments to market products. As far as causal models are concerned, it has very general comments that essentially refer the reader to social science models and does little to critically evaluate those models. Since social science models ...more
This horrible book was recommended to me by a colleague, and now I wonder how I can possibly trust that person ever again. It had a couple of big flaws. One was that much of the material was superficial and obvious. The other was that it was terribly written, and clearly had no editor. After reading a particularly incoherent “case study” that barely supported the book’s thesis, and may have mildly undermined it, I just had to stop and declare the book Dead To Me.