Mass Affluence: 7 New Rules of Marketing to Todays Consumer - Paul Nunes; Brian Johnson

Autor:		Paul Nunes; Brian Johnson
Editorial:		Harvard Business School Press
Año:		2004
ISBN:		9781591391968
Encuadernación:		Tapa Dura
Idioma:		spa
Ilustrador:		...

Texto en inglés. Tapa dura con sobrecubierta de editorial ilustrada. Como nuevo.Millions of consumers can now afford to pay more for everything - from household cleaning products to clothing to automobiles. Yet these 'moneyed masses' are not spending nearly what their disposable incomes allow. This lack of spending translates into a huge, unspoken-for portion of affluent customers' paychecks - a bounty waiting to be won by today's marketers.' 'Mass Affluence is the first book to explore the impact of this explosion of consumer affluence on marketing strategy and practice. Paul Nunes and Brian Johnson argue that in order to capture the value created by greater consumer affluence, companies must replace the one-to-one strategies that have dominated for decades with a new mass-marketing approach specifically tailored for the moneyed masses.