Marketing to the Affluent [Hardcover]

Thomas J. Stanley (Author), Thomas Stanley (Author)

Book Description

Publication Date: July 1988

From "The New York Times" Bestselling Author of "The Millionaire Next Door, " the Classic Guide on How to Market to the Rich.

Myths and Realities about the Affluent

Understanding What the Affulent Want

Finding "Overlooked" Millionaires

Positioning Yourself as an Expert

Editorial Reviews

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. --This text refers to the Paperback edition.

From the Back Cover

"Dr. Stanlely'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.

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Product Details

• Hardcover: 324 pages
• Publisher: Irwin Professional Pub; First Edition edition (July 1988)
• Language: English
• ISBN-10: 1556231059
• ISBN-13: 978-1556231056
• Product Dimensions: 9.1 x 6.1 x 1.4 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #574,866 in Books (See Top 100 in Books)

More About the Author

Dr. Thomas J. Stanley is the author of six award winning books concentrating on America's wealthy population. His seventh book, Stop Acting Rich, was published in September 2009 by John Wiley and Sons. He began studying the affluent in 1973. Dr. Stanley wrote The Millionaire Next Door, in 1996. Over 2,000,000 copies of this New York Times bestseller have been sold. In 2000, he published The Millionaire Mind, which explored America's financial elite and how they became so. The Millionaire Mind debuted at #2 on the New York Times bestseller list. Dr. Stanley's first book, Marketing to the Affluent, was selected as a top ten outstanding business book in America by the editors of Best of Business Quarterly. The author lives in Atlanta, holds a doctorate of business administration from the University of Georgia in Athens and was formerly a professor of marketing at Georgia State University. Visit Dr. Stanley at www.thomasjstanley.com for more information.

Customer Reviews

Most Helpful Customer Reviews

37 of 39 people found the following review helpful:

2.0 out of 5 stars Only relevant to a select few, August 6, 2005

By 

Mark Fulton (Philadelphia) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing to the Affluent (Paperback)

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

12 of 12 people found the following review helpful:

3.0 out of 5 stars Good research, but dated and personal selling oriented, January 9, 2008

By 

N. Pinkston "Polymath in Training" (Pittsburgh, PA) - See all my reviews
(REAL NAME)   

This review is from: Marketing to the Affluent (Paperback)

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.

19 of 21 people found the following review helpful:

5.0 out of 5 stars This book should be issued with every Securities License, June 17, 2002

By 

Jeffrey E Ellis (Naperville, IL USA) - See all my reviews
(VINE VOICE)    (REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing to the Affluent (Paperback)

For the first time, the financial services industry professional can peek into the trends, buying habits, preferences, and unique characteristics of America's truly wealthy.

This book goes a long way toward dispelling popular myths about the affluent. BMW or Chevrolet? Rolex or Timex? Ralph Lauren or Wal-Mart? If you have ever wondered who REALLY had wealth in America? This will give you the insights you're looking for.

For sales professionals looking to prospect those customers with the greatest buying power or investing abilities, this book is required reading. As a National Sales Manager for a bank brokerage firm, I have given my brokers complimentary copies. I can tell right away which ones read it!