Mass Affluence: Seven New Rules of Marketing to Today's ConsumerHarvard Business Press, 2004 - 269 páginas 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. |
Índice
The New Mass Market | 1 |
Seize the New Middle Ground | 33 |
Treat Some Customers More Equal Than Others | 59 |
Find an Occasional | 85 |
Introduce a New Math of Ownership | 113 |
Grow the Return on Consumption | 141 |
1 | 149 |
Think Global Retail Local | 167 |
Become Apropos of Everyone | 191 |
Tomorrows Mass Market | 223 |
Epilogue Reenvisioning an Industry | 229 |
Notes | 235 |
Index | 241 |
259 | |
Términos y frases comunes
29 October Accenture accessed 29 October advertising affluent consumers afford airline Allen-Edmonds approach attractive average become benefits Best Buy brand Brandweek buyers capture challenges chefs companies company's Consumer Expenditure Survey consumption cost create customer base designed differentiated DiGiorno discount dividends earners earnings example executives expensive experience focus golf balls growth high-end households Ibid IKEA improve income increase industry innovation investment jewelry launch levels lifestyle centers locations luxury makers mall manufacturers mass affluence mass market ment middle ground million moneyed masses new-middle-ground Nunes occasions offerings opportunity ownership percent position premium price point Procter & Gamble profitable programs promotions purchase restaurant result retailers segment selling serve shampoo share shoes spending strategy success sumers targeted tion today's Toll Brothers tomers traditional trend U.S. Census Bureau upscale Wal-Mart Wall Street Journal wealth Zipcar