Edward M. Mazze's Books

The Affluent Consumer

Marketing and Selling the Luxury Lifestyle

By: Ronald D. Michman,Edward M. Mazze

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The Affluent Consumer

Marketing and Selling the Luxury Lifestyle

By: Ronald D. Michman,Edward M. Mazze

By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) 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, Ronald Michman and Edward Mazze 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 Wal-Mart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconcpetions 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 materalism, status, and aspirations to luxury. By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than at any time in the past. In 2004, there were 8.2 million households in the United States with net worth over $1 million, excluding primary residence. Meanwhile, between 1995 and 2001, the number of families filing tax returns for income exceeding $200,000 doubled. This market represents lucrative opportunities for companies that understand how these consumers think, act, and make purchasing decisions.

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Page Count

209

Publisher

Bloomsbury Publishing USA

Published Date

ISBN 10

0313086516

ISBN 13

9780313086519

Specialty Retailers -- Marketing Triumphs and Blunders

By: Ronald D. Michman,Edward M. Mazze

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Specialty Retailers -- Marketing Triumphs and Blunders

By: Ronald D. Michman,Edward M. Mazze

Michman and Mazze present five key variables that retailing executives in nine specialty businesses must understand and work with, to gain and sustain competitive advantage in their competitive environments. Innovation, target market segmentation, image development, physical store decor, and human resource managementf are identified and examined. Authors argue convincingly from research and practical experience that these fundamental considerations are crucial to achieving competitive dominance. With up-to-date analyses and extensive coverage of e-commerce and internet retailing as well, their book is essential for retailing executives. Michman and Mazze find that successful specialty retailers are not all things to all customers, and do not try to be. They are, however, the first to apply new technologies. Authors analyze the development of specialty stores in the U.S. and tie their variables together in an epilogue. Along the way they make clear that by focusing on their five critical variables, we can understand how marketing successes come about and what causes blunders in the nine highly important store categories under their examination here. They point out that not all of their variables need be used concurrently. Some may be more critical than others, and this depends on environmental and competitive conditions. Backing it all up is meticulously developed evidence from their research and personal experience -- all of it presented readably and in a way that practitioners can understand and immediately apply.

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Page Count

280

Publisher

Bloomsbury Publishing USA

Published Date

ISBN 10

0313000417

ISBN 13

9780313000416

Specialty Retailers -- Marketing Triumphs and Blunders

By: Ronald D. Michman,Edward M. Mazze

Write a review Read reviews Take a Quiz Solve Book Puzzle

Specialty Retailers -- Marketing Triumphs and Blunders

By: Ronald D. Michman,Edward M. Mazze

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

280

Publisher

Bloomsbury Publishing USA

Published Date

ISBN 10

0313000417

ISBN 13

9780313000416

Book's by Edward M. Mazze

The Affluent Consumer

The Affluent Consumer

Specialty Retailers -- Marketing Triumphs and Blunders

Specialty Retailers -- Marketing Triumphs and Blunders

Specialty Retailers -- Marketing Triumphs and Blunders

Specialty Retailers -- Marketing Triumphs and Blunders

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