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| Mass Affluence: Seven New Rules of Marketing to Today's Consumer | 
 enlarge | Authors: Paul Nunes, Brian Johnson
Publisher: Harvard Business School Press
Category: Book
List Price: $32.95
Buy New: $2.00
You Save: $30.95 (94%)
New (26) Used (30) from $0.48
Avg. Customer Rating:  7 reviews
Sales Rank: 422014
Media: Hardcover
Number Of Items: 1
Pages: 269
Shipping Weight (lbs): 1
Dimensions (in): 9.3 x 6.2 x 1.3
ISBN: 1591391962
Dewey Decimal Number: 658.8
EAN: 9781591391968
ASIN: 1591391962
Publication Date: September 2004
Availability: Usually ships in 1-2 business days
Condition: Ships immediately! Perfect and New! 2004 Hardcover.
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| Customer Reviews:
| Showing reviews 6-7 of 7 | | « PREV | | |
A Marketing Book Than Can Make a Difference September 30, 2004
It's not just the rich who are getting richer; it's also a broad swath of some 22 million U.S. households who have gained significant levels of wealth, income and discretionary spending over the past 30 years. In a meticulously well-researched and well-written marketing best seller, researchers Paul Nunes and Brian Johnson document the phenomenon of mass affluence. They then describe the tremendous opportunities marketers have in crafting innovative new products and services to serve the top 20 percent of households that have some 60 percent of the nation's discretionary spending power.
The timing of this important work could not be better for retailers and brands struggling to increase share and margins in a Darwinian marketplace. I've been involved in consumer marketing for more than twenty years and I've seen only a handful of marketing books that can really make a difference. "Mass Affluence" is one of them. We were so impressed with the book that we bought copies for all our associates. I highly recommend it.
Serving the super-modern customer October 24, 2006
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.)
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