Mass affluence: seven new rules of marketing to today's consumer Nunes, Paul

By:

Nunes, Paul

Contributor(s):

Johnson, Brian

Material type: Text

TextPublication details: Boston Harvard Business School Press 2004 Description: xvii, 269 pISBN:

9781591391968

Subject(s):

DDC classification:

658.80979

Summary: Mass Affluence is the first book to explore the impact of this explosion of consumer affluence on marketing strategy and practice. The authors specifically addresses how to fine tune a mass marketing approach that captures the value created from 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. Drawing on their own extensive consumer research, the authors explain that today's mass market is significantly more upscale than the middle class of the post-world war II era.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Book	Ahmedabad	658.80979 N8M2 (Browse shelf(Opens below))	Available		158795

Total holds: 0

Mass Affluence is the first book to explore the impact of this explosion of consumer affluence on marketing strategy and practice. The authors specifically addresses how to fine tune a mass marketing approach that captures the value created from 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. Drawing on their own extensive consumer research, the authors explain that today's mass market is significantly more upscale than the middle class of the post-world war II era.

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