By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than any time in the past. This market represents lucrative opportunities for companies that understand how these customers think, act, and make purchasing decisions. Applying primary research, including demographic and economic data, and expertise developed from decades of studying, teaching, and consulting in marketing and consumer behavior, Ronald Michman and Edward Mazze present a comprehensive approach to analyzing the affluent consumer—and creating, promoting, and selling innovative products and services to them. Illustrating their principles through dozens of examples, including Armani, Mercedes Benz, Brooks Brothers, Neiman Marcus, Merrill Lynch, Tiffany, and even discounters, such as Target and Wal-Mart, the authors deconstruct how a complex market segment works. Dispelling popular myths and misconcpetions about the composition and behavior of this segment, they provide not only a practical guide for marketers and students of marketing, but a fascinating glimpse into a culture driven by materalism, status, and aspirations to luxury.By any measure, the affluent sector is growing exponentially, and is far more diverse (in terms of ethnicity, education, location, and professional background) than at any time in the past. In 2004, there were 8.2 million households in the United States with net worth over $1 million, excluding primary residence. Meanwhile, between 1995 and 2001, the number of families filing tax returns for income exceeding $200,000 doubled. This market represents lucrative opportunities for companies that understand how these consumers think, act, and make purchasing decisions.

以任何标准衡量，富裕阶层都在成倍增长，而且比过去任何时候都更加多样化（在种族、教育、地理位置和职业背景方面）。这一市场为了解这些客户的想法、行为和购买决策的公司提供了丰厚的机会。Ronald Michman和Edward Mazze运用初级研究，包括人口和经济数据，以及数十年来在市场营销和消费者行为方面的学习、教学和咨询所形成的专业知识，提出了一种分析富裕消费者并创造、促进，向他们销售创新产品和服务。作者通过阿玛尼、梅赛德斯-奔驰、布鲁克斯兄弟、内曼-马库斯、美林、蒂芙尼等数十家公司，甚至Target和沃尔玛等折扣店，阐释了他们的原则，解构了一个复杂的细分市场是如何运作的。它们消除了人们对这一细分市场的构成和行为的误解，不仅为营销人员和营销专业的学生提供了实用的指南，而且还为一种由物欲、地位和对奢侈品的渴望驱动的文化提供了迷人的一瞥，而且比过去任何时候都更加多样化（在种族、教育、地理位置和专业背景方面）。2004年，美国有820万户家庭的净资产超过100万美元，不包括主要住宅。与此同时，1995年至2001年期间，收入超过20万美元的家庭报税人数翻了一番。这个市场为了解消费者的想法、行为和购买决策的公司提供了丰厚的机会。