Lifestyle Market Segmentation

Name: Lifestyle Market Segmentation
Brand: Praeger Publishers
SKU: 9780275931599
Price: 9546.0 INR
Availability: InStock

by Ronald D. Michman

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ISBN13: 9780275931599
Binding: Hardcover
Subject: N/A
Publisher: Praeger Publishers
Publisher Imprint: Praeger Publishers
Publication Date: April 30, 1991
Pages: 232
Original Price: GBP 75.0
Language: English
Edition: N/A
Item Weight: 522 grams
BISAC Subject(s): Marketing / Research

About The Book

As businesses have grown to realize that the success of operations is more and more dependent upon an adequate knowledge of consumer behavior, the importance of lifestyle market segmentation has increased steadily. In this volume, Ronald Michman shows how social and cultural changes in group dynamics and purchasing influences can be used in making lifestyle marketing decisions. Working from a management-oriented perspective, Michman describes the key steps in market planning--interpreting signals of change, assessing the implications of change, and developing strategies to take advantage of the change--and challenges the viewpoint that strategies from lifestyle market segmentation studies can be developed in the short term.

Viewing lifestyle market segmentation as just one aspect of an overall marketing plan, Michman links the specific strategies of this approach to the larger issues of strategic planning. The first three chapters of the book place the topics of market segmentation and lifestyle segmentation into a historical perspective, and trace the development of these marketing approaches. The next three chapters focus on group dynamics and purchasing influences, covering specific target markets such as singles, teens, the elderly, and ethnic groups. Methods for cultivating these markets through lifestyle segmentation strategies are fully discussed. In the final three chapters, lifestyle segmentation is examined in relation to the impact on consumer behavior of decision making, purchasing habits, and changing values. With its emphasis on practical application, this work will be a valuable resource for managers and other professionals in the marketing field, as well as for students in business and marketing courses.

About The Author

Michman, Ronald D.: -

RONALD D. MICHMAN is Professor of Marketing at Shippensburg University in Pennsylvania. He is the author of Marketing to Changing Consumer Markets: Environmental Scanning and coauthor of Marketing Channels and Strategies, Second Edition, and Strategic Advertising Decisions, as well as numerous articles that have appeared in Business, Business Horizons, Industrial Marketing Management, and the Journal of Business Strategy.

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