Selling to a Segmented Market

Selling to a Segmented Market

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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


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