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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 ...

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.

This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to ...

This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge. Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process: key issues are raised and information is presented to address them. This volume is intended for the busy marketer who needs access to "state-of-the art" knowledge and its implications for marketing strategy development. It also includes information on the mature market, market segmentation and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process. The bulk of the information presented in this book is on consumers' orientations toward business offerings and strategies, focusing on analyses of older consumer responses in all areas of the marketing mix - i.e., new product development, pricing, distribution, promotion, recommending specific courses of action. Finally, an effort is made to summarize the information using a strategic marketing framework, and to make recommendations on how to market to older consumers.

Economic theorizing suggests that firms can acquire and maintain market dominance in a number of ways. Some economists argue that firms attain dominance only by being relatively more efficient than their rivals and retain leadership only by staying more efficient than their rivals. Others argue that ...

Economic theorizing suggests that firms can acquire and maintain market dominance in a number of ways. Some economists argue that firms attain dominance only by being relatively more efficient than their rivals and retain leadership only by staying more efficient than their rivals. Others argue that efficiency is not the only source of dominance and that leaders can retain ascendancy even if they are inefficient. This book attempts to sort out the relevant points by exploring market dominance as it has been experienced by firms in ten different industries. The results suggest that both schools make valid points. While firms generally used efficient strategies to reach preeminence, some chose predatory policies to gain market share. While all used assorted efficient strategies to maintain their dominance, many remained dominant long after their efficiencies had evaporated.

Non-polemical in its approach, this book provides a comprehensive appraisal of the market and its alternatives, backed up with empirical international illustrations. By identifying the wide transaction area between market and plan, Alan Shipman concludes that the "revolution" to date lies less in ...

Non-polemical in its approach, this book provides a comprehensive appraisal of the market and its alternatives, backed up with empirical international illustrations. By identifying the wide transaction area between market and plan, Alan Shipman concludes that the "revolution" to date lies less in recreating market outcomes than in redefining the market process, with large businesses playing a crucial organising role.