A longitudinal study of the middle class: Growth, size and marketing strategies

This paper will examine how the middle class has changed in the past 50 years in economic terms (definitions/measures and growth patterns) and the changes in marketing strategies to the middle class. The authors focus on three major questions: 1) Is the middle class growing and sustainable throughout the world as seen in the past 50 years?; 2) Are there major differences in the way the middle class has been defined and measured over the past 50 years?; and 3) Are there major differences in the way the middle class has been marketed to in the past 50 years and what will be successful in the future?