Forget mass customization and microsegmentation. Winning in today's business world requires a return to an approach abandoned by marketing experts decades ago. Mass marketing is back, say Paul Nunes and Brian Johnson--but with a new target and a fresh approach that companies ignore at their peril. Whereas the mass marketing concepts of the 1950s consisted of lowest common denominator strategies aimed at the "middle class," Nunes and Johnson argue that the rules of mass marketing must be rewritten to appeal to today's burgeoning mass of different--and far more affluent--consumers. The "moneyed masses" have more disposable income than ever, and research shows the richest among them are not spending up to their potential--thus creating a windfall of opportunity for marketers. Based on extensive consumer research,
Mass Affluence outlines seven new rules for capturing this largely ignored market and reveals how innovative companies are already employing them to launch billion-dollar industries in categories from oral care to homebuilding to exotic automobiles. A sea change in marketing is underway--and future growth and profitability will belong to the companies that woo and win today's affluent mass market.
In contrast to
Amazon and other book retailers,
who might also feature Mass Affluence: Seven New Rules of Marketing to Today's Consumer within their extensive online inventories,
our focus at BulkBooks.com is on dealing with bulk orders while providing personalized service.
With our amazing team of friendly professionals, Price Matching, and our user-friendly
Quote form,
we aim to simplify and expedite your bulk book purchasing process.
Should you wish to interact with a person while placing your bulk order for Mass Affluence: Seven New Rules of Marketing to Today's Consumer?
We have a Bulk Book Specialist available to help, poised and prepared to assist you.
Chat us or
Contact us now!
Dimensions (WxH):
6.46 x 9.48
Publisher:
Harvard Business Review Press
Publication Date:
September 01, 2004