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Mass Affluence: Seven New Rules of Marketing to Today's Consumer

Hardback

Main Details

Title Mass Affluence: Seven New Rules of Marketing to Today's Consumer
Authors and Contributors      By (author) Paul F. Nunes
By (author) Brian Johnson
Physical Properties
Format:Hardback
Pages:269
Dimensions(mm): Height 241,Width 165
Category/GenreSales and marketing
ISBN/Barcode 9781591391968
ClassificationsDewey:658.8
Audience
Professional & Vocational

Publishing Details

Publisher Harvard Business Review Press
Imprint Harvard Business Review Press
Publication Date 1 September 2004
Publication Country United States

Description

Forget mass customization and microsegmentation. Winning in today's business world requires a return to an approach abandoned by marketing experts decades ago. Mass marketing is back, say Paul Nunes and Brian Johnson-but with a new target and a fresh approach that companies ignore at their peril. Whereas the mass marketing concepts of the 1950s consisted of lowest common denominator strategies aimed at the "middle class," Nunes and Johnson argue that the rules of mass marketing must be rewritten to appeal to today's burgeoning mass of different-and far more affluent-consumers. The "moneyed masses" have more disposable income than ever, and research shows the richest among them are not spending up to their potential-thus creating a windfall of opportunity for marketers. Based on extensive consumer research, Mass Affluence outlines seven new rules for capturing this largely ignored market and reveals how innovative companies are already employing them to launch billion-dollar industries in categories from oral care to homebuilding to exotic automobiles. A sea change in marketing is underway-and future growth and profitability will belong to the companies that woo and win today's affluent mass market.

Author Biography

Paul Nunes and Brian Johnson have over a decade of expertise in customer management and marketing strategy and their work has been published in publications ranging from HBR to the Wall Street Journal to USA Today. Both authors are at the Accenture Institute of Strategic Change, and Accenture will help support the promotion of the book.