Bøker av George Moschis

The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments.

By presenting and interpreting relevant information in a marketing decision-making context, the book provides the bases for developing effective marketing strategies. Next, the author discusses both specific and general aspects of behavior that have implications for marketing strategy.

Intended for the professional who needs access to state-of-the-art knowledge and its implications for marketing strategy development, this text includes information on the mature market, market segmentation and market targeting.