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Mass affluence : seven new rules of marketing to today's consumer / Paul Nunes, Brian Johnson.
Publication details: Boston, Mass. : Harvard Business School Press, c2004.Description: xvii, 269 p. : ill. ; 24 cmISBN:- 1591391962 :
- HF5415.1 .N86 2004
Contents:
Summary: Based on extensive research on far more affluent consumers with larger disposable incomes, the authors argue that the rules for mass marketing must be rewritten and outline seven new rules for capturing this largely ignored market.
The New Mass Market -- The New Rules of Positioning -- Seize the New Middle Ground -- Treat Some Customers More Equal Than Others -- The New Rules of Designing Offerings -- Find an Occasional Use -- Introduce a New Math of Ownership -- Grow the Return on Consumption -- The New Rules of Customer Reach -- Think Global, Retail Local -- Become Apropos of Everyone -- Tomorrow's Mass Market -- Epilogue: Reenvisioning an Industry.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5415.1 .N86 2004 (Browse shelf(Opens below)) | Available | 659649 |
Includes bibliographical references (p. [235]-253) and index.
The New Mass Market -- The New Rules of Positioning -- Seize the New Middle Ground -- Treat Some Customers More Equal Than Others -- The New Rules of Designing Offerings -- Find an Occasional Use -- Introduce a New Math of Ownership -- Grow the Return on Consumption -- The New Rules of Customer Reach -- Think Global, Retail Local -- Become Apropos of Everyone -- Tomorrow's Mass Market -- Epilogue: Reenvisioning an Industry.
Based on extensive research on far more affluent consumers with larger disposable incomes, the authors argue that the rules for mass marketing must be rewritten and outline seven new rules for capturing this largely ignored market.
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