Selling to a Segmented Market: The Lifestyle Approach

Selling to a Segmented Market: The Lifestyle Approach

Selling to a Segmented Market: The Lifestyle Approach

Selling to a Segmented Market: The Lifestyle Approach

Synopsis

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.

Excerpt

Stalin's secret agents were excellent information gatherers. Fortunately for the free world, those same agents were afraid to give him bad news or to tell him things that failed to fit the "party line". We live in the age of information, and that information tells us over and over again that the world is not what we thought it was twenty or thirty years ago. If today's corporate leaders wish to go beyond mere survival and win in this dynamic world of innovation, they must be prepared to go beyond traditional "party lines" to respond to the new and ever- changing face of business.

This book is intended for people who want information and are willing to act on it. It is written to provide a philosophical and practical basis upon which to build an intelligent response to the multisegmented marketplace. I have tried to convey the information in a concise manner, and hope that the reader will find it as interesting to read as it was for me to write. Today's business demands that its players act rather than react to the challenges of the fast-approaching twenty-first century--the first several decades of which will be owned by businesses wise enough to respond to the segmented marketplace.

The intensity of everyday business sometimes allows us little time to express appreciation to those who make our successes . . .

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