Mass Affluence

by Nunes, Paul

• ISBN13: 9781591391968
• ISBN10: 1591391962
• Format: Hardcover
• Copyright: 2004-09-01
• Publisher: Harvard Business School Pr

Summary

This is the first book to explain how the fundamentals of marketing strategy must change in response to this broad-based increase in wealthThe 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 mindsetFlouts 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.

Author Biography

Brian Johnson is a Senior Research Analyst at Sanford C. Bernstein & Co., an investigative research and management firm in New York City.

Table of Contents

Preface and Acknowledgments	ix
1 The New Mass Market	1	(28)
Part One: The New Rules of Positioning
2 Seize the New Middle Ground	29	(30)
3 Treat Some Customers More Equal Than Others	59	(26)
Part Two: The New Rules of Designing Offerings
4 Find an Occasional Use	85	(28)
5 Introduce a New Math of Ownership	113	(28)
6 Grow the Return on Consumption	141	(26)
Part Three: The New Rules of Customer Reach
7 Think Global, Retail Local	167	(24)
8 Become Apropos of Everyone	191	(32)
Part Four: What Next?
9 Tomorrow's Mass Market	223	(6)
Epilogue Reenvisioning an Industry	229	(6)
Notes	235	(19)
Index	254	(16)
About the Authors	270