Lifestyle Marketing ― Reaching the New American Consumer

In today's competitive economic environment, knowing your customer has never been more important. Research shows that most companies do not segment their market by lifestyle. Instead, they rely solely on demographic factors to define their customers. This book helps marketers understand how to reach customers from children to tweens and singles to seniors. It demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy.

RONALD D. MICHMAN is Professor Emeritus of Marketing, Shippensburg University, Shippensburg, Pennsylvania. He is the author or co-author of nine books, includingSpecialty Retailers: Marketing Triumphs and Blunders (Quorum Books, 2001),The Food Industry Wars: Marketing Triumphs and Blunders (Quorum Books, 1998), andLifestyle Market Segmentation (Quorum Books, 1991).

EDWARD M. MAZZE is Dean of the College of Business Administration and holder of the Alfred J. Verrecchia-Hasbro Inc. Leadership Chair in Business at the University of Rhode Island. He is co-author with Ronald D. Michman ofSpecialty Retailers and The Food Industry Wars.

ALAN J. GRECO was formerly Associate Professor of Marketing at the School of Business and Economics at North Carolina A&T State University in Greensboro. He is the co-author with Ronald D. Michman ofRetailing Triumphs and Blunders: Victims of Competition in the New Age of Marketing Management(Quorum Books, 1995).