Mass Affluence: Seven New Rules of Marketing to Today's Consumer
- ISBN-10
- 1591391962
- ISBN-13
- 9781591391968
- Category
- Business & Economics
- Pages
- 269
- Language
- English
- Published
- 2004
- Publisher
- Harvard Business Press
- Authors
- Paul Nunes, Brian Johnson
Description
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.
Get the book
Similar books
-
Rich is Beautiful: A Very Personal Defence of Mass Affluence
By Richard North, Richard D. NorthRich is Beautiful: A Very Personal Defence of Mass Affluence
-
Race and Affluence: An Archaeology of African America and Consumer Culture
By Paul R. MullinsAfricanMethodistEpiscopal (AME) Pastor S. Timothy Tice observed “I have no patience with that oldfashioned way of owning nothing. Religion is all right. The more one gets of it the better, but material wealth, houses, and lands help ...
-
The Child in American Evangelicalism and the Problem of Affluence: A Theological Anthropology of the Affluent American-Evangelical Child in Late...
By David A. SimsSchweiker, W., and C. mathewes, editors. Having: Property and Possession in Religious and Social Life ... Scudder, H. E. Childhood in Literature and Art: With Some Observations on Literature for Children. Boston: Houghton, mifflin 1894.
-
The Affluent Consumer: Marketing and Selling the Luxury Lifestyle
By Ronald D. Michman, Edward M. MazzeApplying primary research, including demographic and economic data, and expertise developed from decades of studying, teaching, and consulting in marketing and consumer behavior, Ronald Michman and Edward Mazze present a comprehensive ...
-
Succeeding Like Success: The Affluent Consumers of Asia
By Yuwa WongWho are these affluent consumers and what are their tastes and preferences? These are key issues that businesses need to address if they are to be successful in winning them over as customers.
-
Affluence and Influence: Economic Inequality and Political Power in America
By Martin GilensIn an ideal democracy, all citizens should have equal influence on government policy—but as this book demonstrates, America's policymakers respond almost exclusively to the preferences of the economically advantaged.
-
The Optional Society: An Essay on Economic Choice and Bargains of Communication in an Affluent World
By Folke Dovring... mass affluence . It is also why we can hope that mass affluence will become general the world over within the lifespan of today's children . Acceleration also increases the strains on people who have to catch up and hang on in the ...
-
The Holiday Makers: Magazines, Advertising, and Mass Tourism in Postwar America
By Richard K. PoppI owe a great many thanks to dozens of helpful people at Temple University's Paley Library, Louisiana State University's Middleton Library, the Free Library ...
-
Uneasy Street: The Anxieties of Affluence
By Rachel ShermanIn this penetrating book, Rachel Sherman draws on rare in-depth interviews that she conducted with fifty affluent New Yorkers—from hedge fund financiers and artists to stay-at-home mothers—to examine their lifestyle choices and ...
-
The Political Economy of Japanese Society: The state of the market?
By Junji BannoThe process of constructing the MMP and PCEP in September 1939 was as follows . ... As for civilian requirements , it was decided that commodities required for implementing PCEP should be appropriated after determining the PCEP ...