Review by Choice Review
At first glance this very readable book may appear overly scholarly and technical, but it is easy to understand and covers the increasingly important technique of life-style market segmentation. The author effectively deals with the concepts of marketing segmentation; the range of marketing differences; topics related to strategies, group dynamics, purchasing characteristics, and targeting markets; and purchasing behavior and changing values as they pertain to life-styles. The work is divided into three sections. The first provides a historical perspective and an overview of the development of life-style segmentation. The next three chapters deal with group dynamics and purchasing influences, and the final three chapters address specific issues of life-style market segmentation. Appropriate for undergraduate students, graduate students, and marketing and nonmarketing managers who wish to examine this important strategy in marketing. -W. G. Ellis, Marian College of Fond Du Lac
Copyright American Library Association, used with permission.
Review by Choice Review
