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Mass Affluence

Seven New Rules of Marketing to Today's Consumer

Mass Affluence( )
Author: Nunes, Paul F.
Johnson, Brian
ISBN:978-1-59139-196-8
Publication Date:Sep 2004
Publisher:Harvard Business Review Press
Book Format:Hardback
List Price:USD $32.95
Book Description:

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...
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Book Details
Pages:269
Detailed Subjects: Business & Economics / Marketing / General
Business & Economics / Consumer Behavior
Business & Economics / Customer Relations
Physical Dimensions (W X L X H):6.5 x 9.5 x 1.03 Inches
Book Weight:1.262 Pounds



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