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Table des matières
Contents: Demographics and shopping: introduction; The young parenting and infant demographic: time-pressed; Young children: the end of the age of innocence; Pre-teens: the shopping pressures of growing up; Teens: shopping for an identity; The young single demographic: shopping for self-esteem; The young married democratic: shopping as grown-ups; The busy demographic: the most important group; The baby boomers: shopping for emotional reasons; Conclusion; Index.
A propos de l'auteur
James A. Pooler has been a Professor in the Department of Geography at the University of Saskatchewan in Saskatoon, Canada, since 1983. He holds seminars in population geography (including demography), introductory economic geography, and statistics. His published writing to date includes scientific research articles and chapters in books. He has also published a previous book with Ashgate entitled ’Hierarchical Organization in Society: A Canadian Perspective.’ Professor Pooler is presently editor-in-chief of the international journal ’Geographical & Environmental Modelling.’
Résumé
This title was first published in 2002: Retailers who ignore the demographics of their customers do so at their peril. Demographic targeting is the key to success when it comes to modern retailing; this book takes a look at shopping from the perspective of demography as a crucial concept for understanding the modern shopper.
Texte suppl.
’This book provides an easy-to-read set of descriptions of important demographic cohorts targeted by retailers, advertisers and manufacturers. By going beyond simple demographic profiling to incorporate the motivations, attitudes, opinions and lifestyles of different market segments, James Pooler offers a rich set of insights and implications for those interested in improving their understanding of customer behaviour across different demographic categories.’ Dr Nicole Coviello, Associate Professor and Area Chair of Marketing, The University of Calgary, Canada '...a comprehensive look at consumers in this easy and interesting read. Pooler presents detailed information for retailers to consider when developing marketing strategies.' Journal of Consumer Marketing
