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.If a company decides to sponsor an event, however, it must make sure that it reaches an agreement with the media and ... When Sunkist Growers decided to sponsor a postseason college football event a the Fiesta Bowl a the company andanbsp;...
|Title||:||Selling to a Segmented Market|
|Author||:||Chester A. Swenson|
|Publisher||:||McGraw Hill Professional - 1992-01|