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

Nunes, Paul; Johnson, Brian

Hardcover

ISBN 10: 1591391962 ISBN 13: 9781591391968

Verlag: Harvard Business Review Press, 2004

Inhaltsangabe

Texto en inglés. Tapa dura con sobrecubierta de editorial ilustrada. Como nuevo.Millions of consumers can now afford to pay more for everything - from household cleaning products to clothing to automobiles. Yet these 'moneyed masses' are not spending nearly what their disposable incomes allow. This lack of spending translates into a huge, unspoken-for portion of affluent customers' paychecks - a bounty waiting to be won by today's marketers.' 'Mass Affluence is the first book to explore the impact of this explosion of consumer affluence on marketing strategy and practice. Paul Nunes and Brian Johnson argue that in order to capture the value created by greater consumer affluence, companies must replace the one-to-one strategies that have dominated for decades with a new mass-marketing approach specifically tailored for the moneyed masses.

Über diesen Titel

Reseña del editor

This is the first book to explain how the fundamentals of marketing strategy must change in response to this broad-based increase in wealth

The authors specifically addresses how to fine tune a mass marketing approach that captures the value created from greater consumer affluence.

After years of expensive and largely ineffective attempts at one-to-one marketing and other complex varieties of microsegmentation, the business environment is ripe for a switch back to the relative simplicity of a mass marketing mindset

Flouts conventional wisdom: the authors in-depth research uncovered that today’s “moneyed masses” are completely different than the mass market of decades past in terms of how much they have to spend and what they are willing to spend it on. Reveals the mass marketing strategies a range of companies have already successfully used to hit pay dirt with products ranging from oral care to laundry detergent to exotic automobiles.

Biografía del autor

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.

Details zur Ausgabe

• Verlag: Harvard Business Review Press
• Erscheinungsdatum: 2004
• ISBN 10: 1591391962
• ISBN 13: 9781591391968
• Einband: Tapa dura
• Sprache: Englisch
• Anzahl der Seiten: 269