This study defines discretionary income as "the amount of money that would permit a family to maintain a standard of living higher than the average of that of similar families." The size of the discretionary market, its distribution among various segments of the community and its past and present potential growth are analyzed. Marketers of consumer goods will be especially interested in the characteristics of the discretionary income bracket.

A reference guide for business persons and academics, this handbook provides information about rapidly changing demographic, buying and living patterns of consumers. It supplies information on population dynamics, trends, and explains business implications to marketers and advertisers.

Includes subject area sections that describe all pertinent census data products available, i.e. "Business--trade and services", "Geography", "Transportation," etc.

Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive, and engaging introduction to sports marketing currently available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology, and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly changing international sports business environment. Chapters contain extensive real-world case studies and biographies of key industry figures, and challenging review exercises encourage the reader to reflect critically on their own knowledge and professional practice. Now in a fully revised and updated sixth edition, Sports Marketing: A Strategic Perspective includes expanded coverage of social and digital media, analytics, and ethical issues, as well as a greater number of international articles and examples. In a new feature, successful sports marketers reflect on their careers and how they progressed in the sports marketing industry. It is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice. A companion website offers additional resources for instructors and students, including an instructor’s guide, test questions, presentation slides, and useful weblinks.