00000nam 2200000 4500 INLIS000000000002866 20221112014323 0010-0520002866 221112################|##########|#eng## 1591391962 eng 658.8 658.8 NUN m Nunes, Paul Brian Johnson Mass Affluence : Seven New Rules of Marketing to Today's Consumer / Paul Nunes Boston : Routledge, 2004 xvii, 269p. : : illus. ; 24 cm. 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. Marketing - United States Affluent consumers - United States 11093/MKRI-P/XII-2008 11094/MKRI-P/XII-2008 11094/MKRI-P/XII-2008 11093/MKRI-P/XII-2008 11093/MKRI-P/XII-2008 11094/MKRI-P/XII-2008