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Palgrave Macmillan

Buyographics

How Demographic and Economic Changes Will Reinvent the Way Marketers Reach Consumers

ISBN 9781137278630
Publication Date November 2013
Formats Hardcover 
Publisher Palgrave Macmillan

Author Matt Carmichael has been tracking demographic shifts for years, and provides a data-rich look at the changing American consumer. This book follows 11 families in 11 representative counties to examine their lives and how the decisions they make impact consumer behavior. This is not just a data book, because in the end each of those numbers - in datasets big and small - is a person. As you read those stories, the trends come to life and give you a greater understanding of how to reach your target - whether it's a baby boomer farmer in Teton, Montana or a set of working parents in one of the most affluent counties in the US. Carmichael focuses on the top ten trends that are reshaping the consumer landscape and impacting buying behavior and the economic outlook of the world's most important market. For each trend he provides ethnographic research from the families, stats from the leading consumer data sources, and exclusive interviews and examples from marketers, agencies, and media executives. These trends show how America is aging, growing more diverse ethnically, and becoming more polarized economically. Buyographics is a smart, engaging read that will be important for every marketer to consider before creating a successful campaign.

Matt Carmichael is a seasoned journalist who specializes in demographics, consumer trends, and urban issues. He is a vice-President of Journal Communications Inc., and the editor of Livability.com which focuses on what makes small and mid-sized cities great places to live and work. Previously he was with Crain Communications where he served in a number of roles including the Senior director of research and data at Crain's Chicago Business and Director of data strategy at Advertising Age. At Ad Age, he founded and edited the AdAgeStat blog focusing on research and analysis of demographic and consumer trends.

Introduction
Chapter 1: THE CHANGING MIDDLE CLASS
Chapter 2: HOW THE OTHER 18 PERCENT LIVE
Chapter 3: HOME ECONOMICS
Chapter 4: THE DEMOGRAPHICS OF FAMILY
Chapter 5: THE MAJORITY MYTH
Chapter 6: THE DEMOGRAPHICS OF CITY LIVING
Chapter 7: THE DEMOGRAPHICS OF AGING
Chapter 8: THE DEMOGRAPHICS OF HEALTHCARE
Chapter 9: THE CONNECTED CONSUMER
Chapter 10: THE CAR CULTURE CRASH
Epilogue
Appendix 1: METHODS AND DATA
Appendix 2: THE MILLENNIAL DISCONNECT
Notes
Index

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