| Description |
xvii, 269 pages : illustrations ; 24 cm |
| Contents |
1. The new mass market -- Pt. 1. The new rules of positioning -- 2. Seize the new middle ground -- 3. Treat some customers more equal than others -- Pt. 2. The new rules of designing offerings -- 4. Find an occasional use -- 5. Introduce a new math of ownership -- 6. Grow the return on consumption -- Pt. 3. The new rules of customer reach -- 7. Think global, retail local -- 8. Become apropos of everyone -- Pt. 4. What next? -- 9. Tomorrow's mass market -- Epilogue : reenvisioning an industry |
| Summary |
"Millions of consumers can now afford to pay more for everything - from household cleaning products to clothing to automobiles. Yet these "moneyed masses" are not spending nearly what their disposable incomes allow. This lack of spending translates into a huge, unspoken-for portion of affluent customers' paychecks - a bounty waiting to be won by today's marketers." "Mass Affluence is the first book to explore the impact of this explosion of consumer affluence on marketing strategy and practice. Paul Nunes and Brian Johnson argue that in order to capture the value created by greater consumer affluence, companies must replace the one-to-one strategies that have dominated for decades with a new mass-marketing approach specifically tailored for the moneyed masses."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references (pages [235]-253) and index |
| Subject |
Marketing -- United States.
|
|
Affluent consumers -- United States.
|
|
Consumers -- United States.
|
|
Consumer behavior -- United States.
|
|
Product management -- United States.
|
|
Consumer satisfaction -- United States.
|
| Author |
Johnson, Brian, 1960-
|
| LC no. |
2004002471 |
| ISBN |
1591391962 |
|
