Beyond Mind Games: The Marketing Power of Psychographics
This is the first book that tells you what psychographics is all about, where it came from & what you can do with it. It explains the evolution of psychographic research, the development of segmentation schemes, the use of surveys, focus groups, & other probing techniques. Interesting anecdotes convey what all of this means to marketers, manufacturers, retailers, & advertisers. ISBN 0-936889-08-X, 1991, Price: $34.50. Also from American Demographics Books- Capturing Customers: How to Target the Hottest Markets of the 1990s, ISBN 0-936889-05-3, 1990, Price $39.95; The Insider's Guide to Demographic Know-How: How to Find, Analyze, & Use Information About Your Customers, 2nd edition, ISBN 0-936889-07-1, 1990, Price $49.95; Desktop Marketing: Lessons from America's Best, ISBN 0-936889-09-8, 1991, Price $39.95; Selling the Story: The Layman's Guide to Collecting & Communicating Demographic Information, ISBN 0-936889-14-4, March 1992, Price $39.95, & The Seasons of Business: The Marketers Guide to Consumer Behavior, ISBN 0-963889-12-8, March 1992, Price $29.95. Telephone (800) 828-1133.
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The Original VALS
Disillusionment and the New VALS 2
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Achievers activities affluent American American Express appeal Arnold Mitchell asked attitudes attitudinal average brand clients cluster companies consumer behavior cultural customers Daniel Yankelovich DDB Needham demographics developed Dichter emotions environmental Ernest Dichter feel geodemographic Global Scan Hayward says HealthFocus Hispanic household identify images important insights interest interviews Japan VALS Leo Burnett LifeStages lives look MacEvoy magazines major market research measure Monitor motivational research needs Nuprin original VALS packaged-goods percent personality population prefer profiles projective techniques psychographic research psychographic segmentation psychographic studies psychological purchase qualitative qualitative research quantitative questionnaire questions research firms responses Roper sample shoppers social specific spend SRI International Stowell Strivers survey survey sampling target television things tool traditional trends types typology understand usage users values women Yankelovich Young & Rubicam