The Essay: Think you know the middle class? Try again

January 2015
Marketing (00253650);Jan2015, p1
Trade Publication
An essay is presented on the importance for brand name products to embrace the transformation brought by new demographic forces in Great Britain. Discussion of how the middle class consumers became the main target of brand name producers to create the ideal conditions for building their brands. However, the author asserts the need for marketers to consider how new demographic forces are stretching beyond recognition of the old taxonomy of consumers.


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