Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 of years marketing and teaching experience to practical useto clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the whys of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today's competitive marketplace. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data.

• Foreword (Hal Douthit)
  
• Preface
  
• SECTION I: NONLIFESTYLE ISSUES
  
• Chapter 1. Segmentation Theory
  
• Chapter 2. Nonlifestyle Segmentation
  
• SECTION II: LIFESTYLE ISSUESPRIZM, LOV, AND VALS
  
• Chapter 3. Lifestyle Considerations
  
• Chapter 4. PRIZM
  
• Chapter 5. Psychographics
  
• Chapter 6. VALS and List of Values
  
• Chapter 7. Psychographics Again
  
• SECTION III: LIFESTYLE TARGET
  
• Chapter 8. The Mature Market
  
• Chapter 9. Teens and Tweens
  
• Chapter 10. Ethnic Marketing and Marketing to the Disabled
  
• SECTION IV: APPLICATIONS
  
• Chapter 11. Applying Autobiographical Memory to Advertising
  
• Chapter 12. The Tribes: A New Psychographic Scheme
  
• Chapter 13. Single-Family Houses
  
• Chapter 14. Used Cars
  
• Chapter 15. Food
  
• Chapter 16. Health Care
  
• SECTION V: OTHER CONSIDERATIONS AND DECISION-MAKING OVERLAYS
  
• Chapter 17. Myers-Briggs Type Indicator
  
• Chapter 18. Family Considerations
  
• Chapter 19. Cases and Thoughts
  
• Appendix: Perceptual Mapping
  
• Notes
  
• References
  
• Index