01903     2200301   4500001002100000005001500021035002000036008004100056020001500097041000800112082001000120084001600130100001600146700001800162245008500180260003100265300003800296500002300334520101900357650003001376650003901406990002601445990002601471990002601497990002601523990002601549990002601575INLIS00000000000286620221112014323  a0010-0520002866221112                |          | eng    a1591391962  aeng  a658.8  a658.8 NUN m0 aNunes, Paul0 aBrian Johnson1 aMass Affluence :bSeven New Rules of Marketing to Today's Consumer /cPaul Nunes  aBoston :bRoutledge,c2004  axvii, 269p. :b: illus. ;c24 cm.  aIndeks : p.254-269  aThis book explore the impact of explosion of consumer affluence on marketing strategy and practice. The authors 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. The authors explain that today's mass market is signifantly more upscale than the middle class of the post-World War II era. This new market possesses more discretionary income, displays different spending patterns, and desires more options beyond conventional luxury offerings. This book outlines seven new rules of mass marketing aimed at winning this largely ignored market: seize the unclaimed ground between luxury and mass-market positions, serve millions of diverse customers with (essentially) the same product, discover must-have products that serve a special purpose, introduce new ownership options that convert the unaffordable into the affordable. 4aMarketing - United States 4aAffluent consumers - United States  a11093/MKRI-P/XII-2008  a11094/MKRI-P/XII-2008  a11094/MKRI-P/XII-2008  a11093/MKRI-P/XII-2008  a11093/MKRI-P/XII-2008  a11094/MKRI-P/XII-2008