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Marketing to the Affluent Paperback – August 22, 1997

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Marketing to the Affluent + Selling to the Affluent + Networking with the Affluent
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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.

From the Back Cover

From the New York Times bestselling author of The Millionaire Next Door, 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

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Product Details

  • Paperback: 336 pages
  • Publisher: McGraw-Hill Education; 1 edition (August 22, 1997)
  • Language: English
  • ISBN-10: 0070610479
  • ISBN-13: 978-0070610477
  • Product Dimensions: 5.9 x 0.7 x 8.9 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #308,382 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

44 of 46 people found the following review helpful By Amazon Customer on August 6, 2005
Format: Paperback Verified Purchase
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
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17 of 17 people found the following review helpful By N. Pinkston on January 9, 2008
Format: 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.
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20 of 22 people found the following review helpful By Jeffrey E Ellis on June 17, 2002
Format: Paperback Verified Purchase
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!
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5 of 6 people found the following review helpful By Bruce on March 9, 2004
Format: Paperback
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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3 of 3 people found the following review helpful By Michael Kokkonen on August 3, 2013
Format: Kindle Edition Verified Purchase
While there are good ideas in the book, most of the material is outdated and not very useful. I am a fan of this author's material and would love to see an updated version of the book, and would definitely purchase a new edition.
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5 of 6 people found the following review helpful By Chuck Kimbriel on August 18, 2002
Format: Paperback
You can offer the greatest service in the world, but if you don't know how to reach desired clientle, you won't make nickel.Marketing to the Affluent pinpoints where the real money is. It is like a treasure map for sales people that leads to the right prospects.I also recommend Selling to the Affluent, also by Dr. Stanley.
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2 of 2 people found the following review helpful By A. Spencer on December 30, 2012
Format: Hardcover Verified Purchase
Much like Stanely's other two works, Selling to the affluent and Networking to the Affluent, it basically a regurgitation of information with a slightly catchy title. The scope of this book, like Stanley's other books has a limited target audience. Do yourself a favor if you feel compelled to purchase a Stanely book, pick one of the 3 and just substitute networking, for Marketing or selling; while saving yourself some time and a few dollars.
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1 of 2 people found the following review helpful By mario279 on November 29, 2012
Format: Paperback Verified Purchase
So I liked the book, but I think that something nice would be, to know how all those guys became bad asses in direct selling. One thing is to say: "know what you are good at, and focus on one specific market and sell to it like crazy" and something else would be to show you how those guys came to build that crazy confidence.

if you think about it, his suggestions are pretty obvious suggestions. The other day i was sitting in front of the phone with his book in hand and thinking to myself... ok so how should I call my prospects up, I have the knowledge on my specific market, i belong to the trade associations, etc. But nothing came up, so i decided to read other books on selling... and those helped me. So i guess you could say his book is like a roadmap, but you need some other book for tactics and techniques in selling... but only after youve arranged your broad strategy with this book...

peace and happy selling...
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