Marketing - United States -- Affluent consumers - United States

Indeks : p.254-269 ; This 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.