This is the first book to explain how the fundamentals of marketing strategy must change in response to this broad-based increase in wealth
The authors specifically addresses how to fine tune a mass marketing approach that captures the value created from greater consumer affluence.
After years of expensive and largely ineffective attempts at one-to-one marketing and other complex varieties of microsegmentation, the business environment is ripe for a switch back to the relative simplicity of a mass marketing mindset
Flouts conventional wisdom: the authors in-depth research uncovered that today’s “moneyed masses” are completely different than the mass market of decades past in terms of how much they have to spend and what they are willing to spend it on. Reveals the mass marketing strategies a range of companies have already successfully used to hit pay dirt with products ranging from oral care to laundry detergent to exotic automobiles.
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."
"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
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About the Author
Paul Nunes and Brian Johnson have over a decade of expertise in customer management and marketing strategy and their work has been published in publications ranging from HBR to the Wall Street Journal to USA Today.
Both authors are at the Accenture Institute of Strategic Change, and Accenture will help support the promotion of the book.