No B.s. Marketing to the Affluent
Book (italiano):
<div>Entrepreneurs and small business owners are given a succinct, no B.S. education on today’s affluent market. Kennedy groups the affluent into three segments ? the ultra-affluent, affluent, and mass-affluent ? and offers pragmatic sales strategies and tools guaranteed to cash in on each one. Case studies are sourced from hundreds of successful Glazer-Kennedy Insider’s CircleTM clients. This revised edition in the popular <I>No B.S.</I> series is the fastest and surest path to successfully reposition businesses, products, and services to attract customers who don’t consider price as a determining factor for purchases.<BR><BR>Topics covered include: marketing strategies that attract the 20 percent of the U.S. population that holds 70 percent of the affluence; the three chief wants of affluent boomers: life made easy, time saved, not being ripped off; how to tap into the boom in affluent boomers’ spending and investing; implementing the ten emotional buy triggers the affluent buyer finds irresistible; developing a high-level, sophisticated positioning and marketing strategy that attracts the one in five households with the highest concentration of discretionary spending power; using direct mailing lists; using the power-language of membership to transform any product and service from ordinary to extraordinary; and increasing referrals with deliberate word-of-mouth marketing.</div>
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