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Mass Affluence

Mass Affluence

Author: Paul Nunes; Brian Johnson
Publisher: Harvard Business School Press
ISBN: 9781591391968
Published In: September 2004
Format: Hardback , 288 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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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.

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.

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