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

Paul Nunes; Brian Johnson

Hardcover

ISBN 10: 1591391962 ISBN 13: 9781591391968

Publisher: Harvard Business Review Press, 2004

Synopsis

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.

About this title

From the Inside Flap:

"Today's companies believe that they can only make money by selling to the low-end or high end of the market, or by selling one-to-one . . . Nunes and Johnson convincingly show a fourth way, tapping into the mass affluent sector. Contrary to the doomsayers, mass marketing isn't dead–if you use their seven rules to position, design, and reach the moneyed masses." —Professor Philip Kotler, Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"A must read for today's brandbuilders. Great insight into how brands must be positioned and marketed for profitable growth in the next five years."

—Will Kussell, Chief Operating Officer, Allied Domecq QSR

"Full of fresh and practical ideas, Mass Affluence integrates true understanding of today's consumer with new strategies for mass marketing. "

—Nan Meehan, General Manager, Parker, Waterman, Sensa and Rotring, and Vice President, Sandford Corporation

About the Author:

Paul Nunes is an Executive Research Fellow at Accenture's Institute for High Performance Business in Cambridge, Massachusetts. Brian Johnson is a senior research analyst at Sanford C. Bernstein & Co., an investment research and management firm in New York City.

About this edition

• Publisher: Harvard Business Review Press
• Publication date: 2004
• ISBN 10: 1591391962
• ISBN 13: 9781591391968
• Binding: Hardcover
• Number of pages: 269