The Changing American Consumer

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About the author:
Marianne Bickle
Retail author, lecturer, researcher and consultant Dr. Marianne Bickle is the director of the Center for Retailing at the University of South Carolina. The center provides both local and international projects and research focusing on industry competiveness. Her industry and academic experiences with brick-and-mortar retailing, direct marketing and Internet retailing, provides her with clarity and insight into the dynamic retail environment.

Dr. Bickle has conducted research in cross-channel shopping behavior, internet shopping, social responsibility, fashion marketing, effectiveness of visual merchandising techniques, category management, and consumer behavior decision making in a tourism environment.

Her professional work includes market analysis, survey research, corporate training, and participation on retail Board of Directors. Dr. Bickle is the author of Fashion Marketing: Theory, Principles and Practice published by Fairchild Books. She blogs weekly for Forbes and has published and presented in excess of 90 peer refereed papers in relation to retailing. She is on the Board of Directors on a privately owned fashion company and is a regular retail contributing expert for news corporations.

The Prosper Foundation
The Prosper Foundation is a Not-for-Profit supporting entrepreneurship and innovation. It facilitates transdisciplinary collaboration using consumer insights as the common language. Founded in 1993 by Gary Drenik and Philip Rist, the Prosper Foundation currently provides information grants to 15 academic institutions.

For more information please visit our website.

The Changing American Consumer

Authored by Marianne Bickle PH.D., Prosper Foundation

The beginning of the 21st century witnessed a three-act drama that has changed the face of American life. Act I saw the horror of 9/11 and the nation facing up to the reality of terrorism. In Act II economic life as we knew it collapsed in the financial meltdown of 2008 and the "Lesser Depression" that followed. Now, Act III is unfolding in a new climate of consumer caution,
fiscal responsibility, and long-term planning.

Businesses can no longer simply create a product and expect to sell it. They must identify the needs and wants of their target market. And then
effectively communicate with that market.

The Changing American Consumer draws lessons from ongoing survey based analysis of the attitudes, expectations, and intentions of US consumers of all ages and income brackets from This research and analysis
reveal the long-term consumer trends that are emerging in the wake of the socio-economic upheaval of the past decade. The lessons drawn will prove vital in assisting companies as they refocus in a changing and uncertain new market.

Publication Date:
0981941583 / 9780981941585
Page Count:
Binding Type:
US Trade Paper
Trim Size:
6" x 9"
Black and White
Related Categories:
Business & Economics / Advertising & Promotion

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