Marketing to the Affluent

by Thomas J. Stanley

From the New York Times bestselling author of The Millionaire Next Door, the classic guide on how to market to the rich.

Genres: Business, Entrepreneurship, Finance

336 pages, Paperback

First published June 1, 1988

About the author

Thomas J. Stanley was an American writer and business theorist. He was the author and co-author of several award-winning books on America's wealthy, including the New York Times’ best sellers The Millionaire Next Door and The Millionaire Mind. He served as chief advisor to Data Points, a company founded based on his research and data. He received a doctorate in business administration from the University of Georgia. He was on the faculty of the University at Albany, State University of New York. He taught marketing at the University of Tennessee, University of Georgia and Georgia State University (where he was named Omicron Delta Kappa's Outstanding Professor).
Thomas Stanley was born in the Bronx in 1944. His father worked as a subway car driver, while his mother was a homemaker and secretary. He attended college in Connecticut, doing graduate work at the University of Tennessee. He earned a doctorate at the University of Georgia, and eventually moved to the Atlanta area to teach at Georgia State University. Stanley spent most of his career studying how the financially successful Americans in a wide range of professions and with a varying level of income acquired their wealth on their own. In 2015 he was killed by a drunk driver at the age of 71. During his last days, he was working on a book with his daughter, an industrial psychologist, who later finished it. The book is called The Next Millionaire Next Door: Enduring Strategies for Building Wealth, and attributes authorship to Thomas J. Stanley and his daughter, Sarah Stanley Fallaw.

Reviews

[Andres Diaz · Rating 5 out of 5]

Marketing to the Affluent is a great book for those seeking to understand marketing aspects aplicable to different industries in which the affluent consumers play a role. It helps the reader broaden its perspective into the affluent population, their role in society as well as business, and the many different ways to approach, contact, interact and retain affluent customers. It is a very insightful book that will help readers develop a much wider vision into the marketing of these specific segment of the population.

[Pete · Rating 5 out of 5]

Excellent book. Good pointers, tips and ideas on how to sell to the affluent. Also useful for any sales. Author focuses on investment salespeople.

[Pete Markos · Rating 3 out of 5]

It's okay his other books are better. This needs an update as it is centred around cold calling. It is also too long and repeats many of the points made in his more renowned works.

[Ray Cobel · Rating 4 out of 5]

The most effective ways to reach affluent people.

[Keith Brooks · Rating 4 out of 5]

Interesting discussion that led to reading this. The wealthy do live differently.

[Nick Woodall · Rating 4 out of 5]

A great book on simply understanding the affluent, especially if you are selling to them.