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| Marketing to the Affluent | 
 enlarge | Author: Thomas J. Stanley
Publisher: McGraw-Hill
Category: Book
List Price: $21.95
Buy New: $3.07
You Save: $18.88 (86%)
Buy New/Used from $3.07
Avg. Customer Rating:  (10 reviews)
Sales Rank: 145437
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Edition: 1
Number Of Items: 1
Pages: 336
Shipping Weight (lbs): 1.1
Dimensions (in): 8.9 x 6 x 1
ISBN: 0070610479
Dewey Decimal Number: 658.83408
UPC: 639785300793
EAN: 9780070610477
ASIN: 0070610479
Publication Date: August 1, 1997
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
From the "New York Times" best-selling author of "The Millionaire Next Door", is the classic guide on how to market to the rich. Praise for "Marketing to the Affluent": "Dr Stanley's prospecting techniques saved me thousands of hours of tedious work normally given to cold calls and mailer leads. His methods gave me the surgical steel to cut into the heart of the affluent market." - Ken Catanella, Senior Vice President, Shearson Lehman Hutton. "I have read, over the past 17 years, everything I could find about marketing financial services, and I can say without hesitation that this book is the best work of its type I have ever read." - W Frank Bullock, Senior Vice President, Citizens and Southern Trust Company. ""Marketing to the Affluent" should be required reading for every professional in the securities industry. Dr Stanley has condensed the secrets of effective self-marketing into a cogent, concise, and comprehensive game plan. Most importantly...his ideas work!" - Glenn M Colacurri, Senior Vice President, Division Director of Sales and Marketing, Shearson Lehman Hutton.
Amazon.com Review
Three uniquely targeted guides by Thomas J. Stanley--bestselling author of The Millionaire Next Door--have been released in paperback for those specializing in sales to the wealthy. In Marketing to the Affluent, Stanley defines the moneyed population and outlines the traits it takes to reach them. In Selling to the Affluent, Stanley discusses the true needs of the well-to-do and ways to effectively meet those needs. And in Networking with the Affluent, he explains how to reach this elite audience by securing word-of-mouth endorsements from their peers.
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| Customer Reviews: Read 5 more reviews...
 Good research, but dated and personal selling oriented January 9, 2008
2 out of 2 found this review helpful
If you're looking to become involved in personal selling to high net worth individuals this book will hit quite close to the mark. However, much of his data is quite dated from the early 80's. A lot of things have changed since then. For instance, he talks about which ethnic groups possess the highest wealth, but his data is very behind.
If you're looking for an overall marketing campaign strategy with an affluent target, I believe you'll find this book lacking in substance.
 Great info from a top marketer! September 29, 2005
0 out of 8 found this review helpful
If you want to know the real truth about marketing to the affluent, and especially want to hear about creative networkers, this is THE book for you!!!
 Only relevant to a select few August 6, 2005
23 out of 24 found this review helpful
This book would be great to those marketing financial services. Example after example is spent determining how to market securities and finding out about how to find them. Unfortunately, if you are in any other line of business, there will be precious little for you to take away with this book. It was a waste of my money, but again, if you are selling financial products go for it.
Mark
 Succesfully marketing to the rich. April 6, 2005
1 out of 3 found this review helpful
This book is a "how to" guide to establishing a solid marketing strategy in an affluent market. A great read that provides a clear indication of who has the money, what they spend it on and what you can do to get it.
A must have March 10, 2004
1 out of 2 found this review helpful
As a strong believer in the concept that there are defined qualities that produce given results I was further impressed with this book. When you consider other books covering the millionaire subject such as the Instant Millionaire or the Millionaire Brain, you can start drawing up your own set of criteria that define this important segment along with the parameters that will allow you to reach out and conduct business with this important market.
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