Mass Affluence: Seven New Rules of Marketing to Today's Consumer

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Mass Affluence: Seven New Rules of Marketing to Today's Consumer
by Paul Nunes, Brian Johnson
from Harvard Business School Press

Customer Reviews:

• Avg. Customer Rating: 5.0 / 5.0

• Serving the super-modern customer
  Mass Affluence complements The Dollarization Discipline (Fox and Gregory)by explaining the emotional needs of today's mass-market customer (the end-user to our broadcaster customers). Put the two together to see how product development and sales should work in the coming decade.
  (Review based on reading a commercial executive summary of both books.)

• Ideas you can use to reach affluent customers
  So many books about marketing or business are long on high-minded concepts, but very short on ideas you can use when you go to work the next day. Mass Affluence happily breaks that mold and offers up useful ideas in almost every chapter.
  Nunes does a great job of breaking down how to approach the large demographic of relatively wealthy consumers into different functional areas and makes a chapter out of each. He explains how something, like billing, was typically done in the past and how it should be... more info

• Why this one is a standout...
  There are zillions of books out there on marketing moderate to high end items, most of them repeating the same old principles (yawn). You certainly don't need to waste your time or money on those.
  Happily, this one is different, showing sellers how to reach the elusive buyers who may fall somewhere between high end and moderate end...perhaps prefering items that fall somewhere between the High end of Moderately priced...or, if you like, the low end of Luxury. They'll spend plenty...but they have... more info

• A ground-breaking, seminal work
  A collaboration between Paul F. Nunes (Executive Research Fellow at the Accenture Institute for High Performance Business in Wellesley, Massachusetts) and Brian A. Johnson (Senior Research analyst at the New York City based investment research and management firm of Sanford C. Bernstein & Company), Mass Affluence: 7 New Rules Of Marketing To Today's Consumer reveals that there is a pendulum swing in marketing from "one-to-one" customer strategies back to mass marketing. But there's a problem -- Today's... more info

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