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Comment: This book has already been loved by someone else. It MIGHT have some wear and tear on the edges, have some markings in it, or be an ex-library book. Over-all it is still a good book at a great price! (if it is supposed to contain a CD or access code, that may be missing)
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Marketing to the Affluent Paperback – August 22, 1997

3.6 out of 5 stars 17 customer reviews

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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: 6 x 0.7 x 8.7 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: #346,667 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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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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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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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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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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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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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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Format: Paperback Verified Purchase
Here's the bottom line... There are no secrets to marketing to the affluent, they are used to people begging them for money, don't waste your time. Unless you're planning on joining the country clubs that they belong to and networking, you don't have a prayer. Just remember, Walmart is the largest corporation in the world and they don't sell to the affluent. There's an old adage in sales that says "sell to the classes, live with the masses. Sell to the masses, be among the classes." You make a lot more money prospecting 10 moderate clients than looking for one whale.
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