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

Paul Nunes & Brian Johnson


In Circulation

This is the first book to explain how the fundamentals of marketing strategy must change in response to this broad-based increase in wealth. The 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 micro segmentation, the business environment is ripe for a switch back to the relative simplicity of a mass marketing mindset. It flouts 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. It 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.

What will you learn from this book

  1. Shift in Consumer Behavior: The book may discuss the changing behavior of consumers in the context of mass affluence, exploring how the needs and preferences of today's consumers differ from those in the past.

  2. New Marketing Rules: Expect insights into the seven new rules of marketing proposed by the authors. These rules could involve adapting marketing strategies to align with the expectations and behaviors of mass affluent consumers.

  3. Importance of Affluent Markets: The authors might emphasize the significance of targeting and understanding affluent markets, considering their influence on economic trends and business strategies.

  4. Digital Transformation: Given the contemporary nature of consumerism, the book may delve into the impact of digital technology on consumer behavior and how businesses can leverage these changes in their marketing efforts.

  5. Customization and Personalization: Mass affluence often involves a desire for personalized experiences. The book might discuss how businesses can tailor their products and services to meet the unique needs of affluent consumers.

  6. Brand Loyalty: Explore how brand loyalty operates in the context of mass affluence. This could include discussions on building and maintaining strong brand relationships with affluent consumers.

  7. Social and Cultural Trends: Expect insights into broader social and cultural trends influencing the mass affluent consumer segment. Understanding these trends is likely crucial for effective marketing strategies.

  8. Global Markets: If applicable, the book may discuss the globalization of markets and how businesses can navigate international contexts when targeting mass affluent consumers.

  9. Value-Based Marketing: The authors might emphasize the importance of delivering value beyond just the product, including the overall experience and the values associated with a brand.

  10. Long-Term Strategies: Given the focus on mass affluence, the book may provide guidance on developing sustainable, long-term marketing strategies to effectively engage and retain affluent consumers over time.

Language English
ISBN-10 1591391962
ISBN-13 9781591391968
No of pages 269
Font Size Medium
Book Publisher Harvard Business Review Press
Published Date 01 Sep 2004

About Author

Author : Paul Nunes & Brian Johnson

2 Books

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