Mass Affluence

7 New Rules of Marketing to Today's Consumer

Paul Nunes, Brian Johnson

270 pages, parution le 09/10/2003

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Résumé

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.

L'auteur - Paul Nunes

Paul Nunes is an Executive Research Fellow at Accenture's Institute for High Performance Business in Cambridge, Massachusetts.

L'auteur - Brian Johnson

Brian Johnson is a senior research analyst at Sanford C. Bernstein & Co., an investment research and management firm in New York City.

Sommaire

The New Mass Market
Part One: The New Rules of Positioning
- Seize the New Middle Ground
- Treat Some Customers More Equal Than Others
Part Two: The New Rules of Designing Offerings
- Find an Occasional Use
- Introduce a New Math of Ownership
- Grow the Return on Consumption
Part Three: The New Rules of Customer Reach
- Think Global, Retail Local
- Become Apropos of Everyone
Part Four: What Next?
- Tomorrow's Mass Market
- Epilogue
- Reenvisioning an Industry

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Paul Nunes, Brian Johnson
Parution	09/10/2003
Nb. de pages	270
Format	16,5 x 24
Couverture	Relié
Poids	575g
Intérieur	Noir et Blanc
EAN13	9781591391968