Lifestyle Market Segmentation

Synopsis

The growing importance of lifestyle market segmentation and its role as one aspect of an overall marketing strategy is the focus of this management-oriented book. Michman shows how social and cultural changes in group dynamics and purchasing influences can be used in making lifestyle marketing decisions. The book places market and lifestyle segmentation in a historical perspective; discusses group dynamics and such target markets as singles, teens, the elderly, and ethnic groups; and examines the impact of decision making, purchasing habits, and changing values on consumer behavior.

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