The relation between the emergence of a middle class and marketing involves multiple levels and its study is bound to lead to the creation of theory as well as practical applications. Brands aimed mainly at middle-class members, which represents a major objective of modern worldwide retail distribution. But what is ‘the middle class’? And what are the best parameters on which to base a definition of middle class? The article delivers some first answer to these questions.
Trends in middle class as a driver for strategic marketing / Cavusgil T.; Guercini S.. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - STAMPA. - (2014), pp. 7-10.
Trends in middle class as a driver for strategic marketing
GUERCINI, SIMONE
2014
Abstract
The relation between the emergence of a middle class and marketing involves multiple levels and its study is bound to lead to the creation of theory as well as practical applications. Brands aimed mainly at middle-class members, which represents a major objective of modern worldwide retail distribution. But what is ‘the middle class’? And what are the best parameters on which to base a definition of middle class? The article delivers some first answer to these questions.
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