TREASURE HUNT Inside the Mind of the New Consumer

John H. Mayer reads Silverstein's look at the ways the behaviors of middle-market consumers affect growth at both ends of the retail market. The book is directed at marketers hoping to lure today's savvy mid-range shoppers. Mayer's voice offers the right mix of professional and familiar. He details strategies designed to help businesses make intelligent marketing decisions, especially concerning where consumers are most likely to spend their discretionary cash. According to Silverstein, today's consumers never stop searching for more value and have become experts at "saving a buck." Mayer offers an attractive, articulate "radio-voice" as he profiles marketing tactics and consumer economics for the 21st century. S.J.H. © AudioFile 2006, Portland, Maine [Published: OCT/ NOV 06]