JavaScript seems to be disabled in your browser.
You must have JavaScript enabled in your browser to utilize the functionality of this website.

Customer Service

Currencies:HKD

Your Language:

Browse Books

Browse Books

Ask the Experts

Home >
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

Out of stock

OR

Description
Author

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.

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.

You may also be interested in these books:


Practical Will Precedents Looseleaf (Annual): HKD 13,479.82


Private Client Business: Issues Only: HKD 23,429.28


Private Client Business: Issues and Bound Volume: HKD 32,440.30


A Practical Guide to Bringing an Inheritance Act Claim: HKD 979.86


A Practical Guide to the EU Succession Regulation: HKD 1,259.86


A Practical Guide to Defending an Inheritance Act Claim: HKD 979.86


A Research Agenda for Succession Law: List Price: HKD 1,365.00

HKD 1,324.05 Save HKD 40.95 (3%)


A Practical Guide to Missing Persons and the Administration of Estates: HKD 839.86


Parker’s Will Precedents 12th ed: List Price: HKD 2,535.00

HKD 2,458.95 Save HKD 76.05 (3%)


A Practical Guide to Lasting Powers of Attorney: HKD 699.86


A Practical Guide to the Law of Statutory Wills: HKD 839.86


A Practical Guide to the EU Succession Regulation: Contact us for Pricing


Comparative Succession Law, Volume III: Mandatory Family Protection: List Price: HKD 2,535.00

HKD 2,458.95 Save HKD 76.05 (3%)


Covid-19 and Wills: The Essential Guide: HKD 559.86


Parker’s Will Precedents 10th Edition: Contact us for Pricing


Landmark Cases in Succession Law: List Price: HKD 2,080.00

HKD 2,017.60 Save HKD 62.40 (3%)


A Practitioner's Guide to Probate and the Administration of Estates 4th Edition: HKD 1,105.00


A Step-by-Step Guide to Wills and Probate 6th Edition: Contact us for Pricing


A Practical Guide to Inheritance Act Claims by Adult Children Post-Ilott v Blue Cross: HKD 839.86


The EU Succession Regulation: A Commentary: List Price: HKD 2,327.00

HKD 2,257.19 Save HKD 69.81 (3%)

“

Ordering from Professional Bookshop is fantastic, quick delivery great products, great customer service Siti L.
This is a great bookstore and have had no problems with them and all my orders have come on time and in good condition. Yang X.
Everything is perfect. Fast delivery. I highly recommend this website to all my friends and colleagues. Thanks Hoi Man L.
So thankful I am receiving all my books, thank you to all for a great service and excellent products Clinton K.
Professional Bookshop is amazing! I've been a loyal customer for over 5 years. Returns are easy to request, book or delivery complaints are taken seriously and the customer service team is friendly and patient. Mick D.
I wanted to informed you that the customer service is excellent. They were so polite and nice. I would continue to buy books from Professional Bookshop. Jingsong C.
Fast and quick service. Easy transaction method, arrived sooner than expected. Excellent packaging and the books received are in perfect condition! Thank you very much! I love the book and its quality. Saori B.
I can order any accounting books from worldwide from Professional Bookshop. Love this website and save my time to search from internet. Lingxiao R.
It is just so easy to find what you are always looking for and sometimes you can even find it up to 80% off what you would in the normal store. Graeme R.
I love shopping on Professional Bookshop! They have a wide range of accounting book with competent prices. Free shipping in Hong Kong is also really handy! Fergus Y.
Professional Bookshop is a great bookstore, I must say. Buying books in Professional Bookshop is so easy, great and reliable. It is highly recommendable. Deborah D.
A great site to shop accounting books and everything and with discountable prices. It’s my first choice whenever i want to shop something. Most trusted site. Zeng Z.
I found the books I needed and at a very low price. I am very happy and will definitely use it in the future Brian W.
I have been using Professional Bookshop for a while now. I am very impressed with customer service and delivery. When I need to have a return it is done very diligently. Olivia L.
Professional Bookshop is my default go to for finding the best prices and reading details of law books before buying. Detailed book description is very helpful. Tracy W.
I've been using Professional Bookshop since 2011 and they actually great, I always received great service and my book arrives on time. Lisa C.

Professional Associations

Partners

Copyright © 2010-2026 Professional Bookshop Ltd. All Rights Reserved