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.  Edward Mazze presents a comprehensive approach to analyzing affluent consumers–and creating, promoting, and selling innovative products and services to them. Illustrating their principles through dozens of examples, including Mercedes-Benz, 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 misconceptions 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 materialism, status, and aspirations to luxury.

Join me as I interview, Edward Mazze, Author of  The Affluent Consumer: Marketing and Selling the Luxury Lifestyle, this Thursday, October 15, 2009 at 1:00pm EST (10am PST).

About the Author

EDWARD M. MAZZE is Distinguished University Professor of Business Administration at the University of Rhode Island, where he previously served as Dean of the College of BusinessAdministration and holder of the Alfred J. Verrecchia-Hasbro Inc. Leadership Chair in Business. He consults extensively with industry executives and government officials on marketing, management, and economic development issues, and is a member of the Board of Directors of several public corporations. He is the author, co-author, and editor of over 150 articles appearing in such publications as the Journal of Marketing, the Journal of Retailing, the Journal of Advertising Research, and the Journal of Marketing Research, and eleven books, including Lifestyle Marketing (Praeger, 2003), Specialty Retailers (Quorum, 2001), and The Food Wars (Quorum, 1998), with Ronald Michman.

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Article by Kelly K. O’Neil, Million Dollar Marketing to the Affluent Coach and Creator of the Marketing to Millionaires™ Programs

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