Sinossi
The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments. Here is a marketing tool that can not only help segment the market, but target it successfully. Dr. Moschis's market segmentation model is based on state-of-the-art knowledge and methodology. It shows marketers how to develop industry-specific marketing strategy, and demonstrates why this approach works. That, plus the fact that Dr. Moschis's model can be integrated into other databases to enhance their value, makes his book especially useful to marketing professionals, and to students and teachers of marketing on the graduate level.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Informazioni sugli autori
GEORGE P. MOSCHIS is Professor of Marketing and Director of the Center for Mature Consumer Studies, Georgia State University, and a member of the Gerontology Program faculty. An internationally recognized authority on marketing to older adults, he has been a consultant to corporations and government agencies throughout the United States and abroad. He contributes frequently to various consumer and trade publications and is author of more than 100 peer-reviewed articles and papers. His two most recent books, Marketing to Older Consumers (1992) and Marketing Strategies for the Mature Market (1994), were both published by Quorum, and selected by Choice as being among the outstanding academic books of their years.
GEORGE P. MOSCHIS is Professor of Marketing and Director of the Center for Mature Consumer Studies, Georgia State University, and a member of the Gerontology Program faculty. An internationally recognized authority on marketing to older adults, he has been a consultant to corporations and government agencies throughout the United States and abroad. He contributes frequently to various consumer and trade publications and is author of more than 100 peer-reviewed articles and papers. His two most recent books, Marketing to Older Consumers (1992) and Marketing Strategies for the Mature Market (1994), were both published by Quorum, and selected by Choice as being among the outstanding academic books of their years.
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Gerontographics: Life-Stage Segmentation for Marketing Strategy Development
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Quorum Books, Westport, Connecticut, U.S.A., 1996
ISBN 10: 1567200621
ISBN 13: 9781567200621
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Hardcover. Condizione: new. Hardcover. The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments. Here is a marketing tool that can not only help segment the market, but target it successfully. Dr. Moschis's market segmentation model is based on state-of-the-art knowledge and methodology. It shows marketers how to develop industry-specific marketing strategy, and demonstrates why this approach works. That, plus the fact that Dr. Moschis's model can be integrated into other databases to enhance their value, makes his book especially useful to marketing professionals, and to students and teachers of marketing on the graduate level.Gerontographics is a life-stage model developed to help marketers to better understand the heterogeneous older consumer market. Dr. Moschis points out that the model is unique, and different from other models of older consumer behavior in several ways. First, it is built on state-of-the-art knowledge drawn from various disciplines. Instead of relying on a single approach to or assumption about human behavior, it takes into account a wide range of factors and approaches. Second, the model was tested and validated using multiple methods. Not only is it the result of empirical methods, but it also reflects current thinking among consumer researchers on how to study behavior. Third, because the marketplace is dynamic, the life-stage model is flexible. It accommodates changes over time, to reflect changes in the environment and in people, and the emergence of new types of consumers. Finally, the model is directly linked to marketing strategies. It suggests specific courses of marketing action an organization should take to secure better results. The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Codice articolo 9781567200621
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Gerontographics (Hardcover)
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Bloomsbury Publishing Plc, Westport, 1996
ISBN 10: 1567200621
ISBN 13: 9781567200621
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Hardcover. Condizione: new. Hardcover. The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments. Here is a marketing tool that can not only help segment the market, but target it successfully. Dr. Moschis's market segmentation model is based on state-of-the-art knowledge and methodology. It shows marketers how to develop industry-specific marketing strategy, and demonstrates why this approach works. That, plus the fact that Dr. Moschis's model can be integrated into other databases to enhance their value, makes his book especially useful to marketing professionals, and to students and teachers of marketing on the graduate level.Gerontographics is a life-stage model developed to help marketers to better understand the heterogeneous older consumer market. Dr. Moschis points out that the model is unique, and different from other models of older consumer behavior in several ways. First, it is built on state-of-the-art knowledge drawn from various disciplines. Instead of relying on a single approach to or assumption about human behavior, it takes into account a wide range of factors and approaches. Second, the model was tested and validated using multiple methods. Not only is it the result of empirical methods, but it also reflects current thinking among consumer researchers on how to study behavior. Third, because the marketplace is dynamic, the life-stage model is flexible. It accommodates changes over time, to reflect changes in the environment and in people, and the emergence of new types of consumers. Finally, the model is directly linked to marketing strategies. It suggests specific courses of marketing action an organization should take to secure better results. The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Codice articolo 9781567200621
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Gerontographics
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Gebunden. Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments.Über den AutorGeorge MoschisInhaltsverzeichnis. Codice articolo 448117349
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Gerontographics | Life-Stage Segmentation for Marketing Strategy Development
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Buch. Condizione: Neu. Gerontographics | Life-Stage Segmentation for Marketing Strategy Development | George Moschis | Buch | Gebunden | Englisch | 1996 | Praeger | EAN 9781567200621 | Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, 36244 Bad Hersfeld, gpsr[at]libri[dot]de | Anbieter: preigu Print on Demand. Codice articolo 102382966
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