TY  - BOOK
AU  - Nunes,Paul
AU  - Johnson,Brian
TI  - Mass affluence: seven new rules of marketing to today's consumer 
SN  - 1591391962 :
AV  - HF5415.1 .N86 2004
PY  - 2004///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
KW  - United States
KW  - Affluent consumers
KW  - Consumers
KW  - Consumer behavior
KW  - Product management
KW  - Consumer satisfaction
N1  - 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
N2  - 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
ER  -