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Michman, Ronald D./ Mazze, Edward M. 作者

Greenwood Pub Group

译者

2006-9 出版日期

200 页数

$ 50.79 价格

HRD

丛书系列

9780275992828 图书编码

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发表于2024-11-10

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The Affluent Consumer 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The affluent sector is growing exponentially, and is far more diverse than any time in the past. This market represents lucrative opportunities for companies that understand how these customers think, act, and make purchasing decisions. Applying primary research, including demographic and economic data, and expertise developed from decades of studying, teaching, and consulting in marketing and consumer behavior, the authors present a comprehensive approach to analyzing the affluent consumer - and creating, promoting, and selling innovative products and services to them. Illustrating their principles through dozens of examples, including Armani, Mercedes Benz, Brooks Brothers, Neiman Marcus, Merrill Lynch, Tiffany, and even discounters, such as Target and WalMart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconceptions about the composition and behavior of this segment, they provide not only a practical guide for marketers and students of marketing, but a fascinating glimpse into a culture driven by materialism, status, and aspirations to luxury.

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