Paul F. Nunes and Brian A. Johnson
Harvard Business School Press (Simplified edition published by the Commercial Press)
In Mass Affluence: Seven New Rules of Marketing to Today’s Consumer, marketing experts Paul Nunes of the Accenture Institute for High Performance Business and Brian Johnson explore how this broad-based increase in wealth should inform marketing strategy and practice.
Nunes and Johnson argue that today’s mass market is radically different than the post-World War II middle class that inspired the first mass marketing movement. Yet neither today’s “one-on-one” marketing strategies nor traditional mass marketing approaches are adequately serving—or even addressing—the unmet needs and desires of this wealthy consumer segment.
Drawing on an extensive examination of public data and the authors’ proprietary consumer research and consulting experiences, Mass Affluence outlines seven new rules of mass marketing aimed squarely at the “moneyed masses.”
"Recently there has been a string of intriguing books about the growing affluence of American society, from Affluenza to Bobos in Paradise. For marketers of all types, however, Mass Affluence (Harvard Business) is the most straightforward guide to figuring out how to translate this phenomenon into sales and profits and the products that will generate them."—The Washington Post
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