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

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Harvard 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.
 

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Índice

The New Mass Market
1
Seize the New Middle Ground
29
Treat Some Customers More Equal Than Others
59
Find an Occasional Use
85
Introduce a New Math of Ownership
113
Grow the Return on Consumption
141
Think Global Retail Local
167
Become Apropos of Everyone
191
Tomorrows Mass Market
223
Epilogue Reenvisioning an Industry
229
Notes
235
Index
254
About the Authors
270
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Sobre el autor (2004)

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.

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