Mass Affluence

Mass Affluence

Edited by Paul Nunes · Brian Johnson
Harvard Business School Press September 2004

Specifications

ISBN-13
9781591391968
Publisher
Harvard Business School Press
Publication
September 2004
Format
Hardback , 288 pages
Jurisdiction
International ? Countri(es) for reference only

Details

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.
 

About the Author

 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.
 

Out of stock
This title is currently unavailable for purchase.
  • Free HK shipping over HK$1,000
  • International shipping to 35+ countries
Save