Targeting customers : how to use geodemographic and lifestyle data in your business
Targeting customers : how to use geodemographic and lifestyle data in your business
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定位客户：如何在您的业务中使用地理人口统计和生活方式数据
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发表时间：
2004
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通讯作者：
P. Sleight
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作者：
P. Sleight
第三版《目标客户》的出版恰逢英国“推出”地理人口统计学25周年。1979年，当贝克、伯明翰和麦克唐纳在市场研究学会的年会上首次在一篇论文中提出这个概念时，很少有人会预料到这种新的细分形式会在营销行业中确立自己的永久地位和专长。营销行业继续将地理人口统计视为一个连贯的市场，拥有供应商、产品和应用的专家组合，这在很大程度上要归功于Peter Sleight的努力。正是这本参考书的前几版向它的潜在客户以及它自己的从业者定义了这个行业。Sleight传达的兴奋之处不仅在于地理人口统计学（和生活方式）的商业应用，还在于地理人口统计学本身就是一个市场。作为一名曾经的快速消费品（FMCG）市场营销专家，他对这一品类本身的起源和发展、老牌品牌的出现、它们的联盟和收购，以及新的利基市场参与者的到来，都充满了热情。它也没有忽视品牌重塑计划的多样性，品牌延伸和不断增加的产品功能，供应商试图在日益拥挤和混乱的市场中产生竞争优势。自第二版出版以来的七年中，在这些领域产生了足够的兴奋，有理由对许多部分进行重大更新。当涉及到这样一个技术复杂的市场时，通常很难找到一个客观的作者，因为他没有与领先的供应商联系过，并且他的行业知识是详细和全面的。这本书和以前的版本的优势在于，对年表、品牌和供应商进行了细致的研究，并以日常会话英语进行了阐述。这将使这本书特别适合那些需要一个可读的行业概述的营销经理，学生和第一次在这个行业工作的分析师。负责就如何组织有效的市场分析能力向管理层提供建议的内部或外部顾问，也会在本书中发现很多价值。Sleight可能是第一个承认，这更像是一本参考书，而不是一本技术手册。它可能会让人感兴趣，但对于想要评估特定定量第三版的业务分析师来说，相关性较低
The publication of the third edition of Targeting Customers is nicely timed to coincide with the 25th anniversary of the UK ‘launch’ of geodemographics. When Baker, Bermingham and McDonald first introduced the concept in a paper at the annual conference of the Market Research Society in 1979, few would have predicted that this new form of segmentation would establish for itself a permanent position and specialism within the marketing industry. That the marketing industry continues to recognise geodemographics as a coherent market, with an expert mix of vendors, products and applications, is in no small part due to the efforts of Peter Sleight. It is the previous editions of this reference book which have defined the industry to its potential customers as well as to its own practitioners. The excitement that Sleight conveys is not just for the business applications of geodemographics (and lifestyles), but for geodemographics as a market in its own right. As a one-time specialist in fast-moving consumer goods (FMCG) marketing his chronicle details with enthusiastic gusto the origins and growth of the category itself, the emergence of the established brands, their alliances and their acquisitions and the arrival of the new niche players. Nor does it neglect the multiplicity of rebranding initiatives, the brand extensions and the unceasing proliferation of product features by which vendors seek to generate competitive advantage within an increasingly crowded and confused marketplace. The seven years since the publication of the second edition have generated sufficient excitement in these areas to justify major updating of many sections. When covering as technically complex a market as this it is often difficult to find an author who has the objectivity that comes from not being associated with a leading vendor and whose knowledge of the industry is detailed and comprehensive. Strengths of this and previous editions are that the chronology, brands and vendors have been researched in meticulous detail and set out in everyday conversational English. This would make the book a particularly appropriate read for marketing managers who need a readable overview of the industry, for students and for analysts finding themselves working in the industry for the first time. Consultants, whether internal or external, tasked with advising management on how to organise an effective market analysis capability would also find much of value in this book. As Sleight would be the first to concede, this is more of a reference book than a technical manual. It might be of interest but rather less relevant to a business analyst wanting to evaluate specific quantitative Third edition