Marketing to the Affluent (Paperback)

~ Thomas Stanley (Author) "Your request for advice concerning a career change is flattering..." (more)
Key Phrases: New York, The Wall Street Journal, Affluent Market Institute (more...)

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.

Product Description

"Dr, Stanley's prospecting techniques saved me thousands of hours of tedious work normally given to cold calls and mailer leads."-Ken Catanella, Senior Vice President, Shearson Lehman Hutton. "This is a must-read book for anyone involved with strategic planning for businesses serving the affluent."-Seth Poppel, Vice President, Director of Corporate Planning, Chase Manhattan Bank, N.A.

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Product Details

• Paperback: 336 pages
• Publisher: McGraw-Hill; 1 edition (August 1, 1997)
• Language: English
• ISBN-10: 0070610479
• ISBN-13: 978-0070610477
• Product Dimensions: 8.9 x 6 x 1 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #53,408 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

26 of 28 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)

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

17 of 18 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 (TOP 1000 REVIEWER)    (REAL NAME)

Amazon 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!

6 of 6 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)

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.