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Mass Affluence: Seven New Rules of Marketing to Today's Consumer Hardcover – September 1, 2004

4.3 out of 5 stars 9 ratings

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Editorial Reviews


"...lots of advice that marketers can sort through and apply." -- The Globe & Mail, November 24, 2004

"It's hard to imagine a business where these insights wouldn't be relevant." -- The Washington Post, 10 October, 2004

"When it comes to targeting affluent consumers (i.e. upper-middle class and above), this books is Mass Marketing 101." -- Journal Gazette, 21 September, 2004

In this extremely well-researched and witty volume, Nunes and Johnson rewrite the rules for marketing to today's consumer. -- CHOICE, March, 2005

From the Inside Flap

"Today's companies believe that they can only make money by selling to the low-end or high end of the market, or by selling one-to-one . . . Nunes and Johnson convincingly show a fourth way, tapping into the mass affluent sector. Contrary to the doomsayers, mass marketing isn't dead–if you use their seven rules to position, design, and reach the moneyed masses." —Professor Philip Kotler, Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"A must read for today's brandbuilders. Great insight into how brands must be positioned and marketed for profitable growth in the next five years."

—Will Kussell, Chief Operating Officer, Allied Domecq QSR

"Full of fresh and practical ideas, Mass Affluence integrates true understanding of today's consumer with new strategies for mass marketing. "

—Nan Meehan, General Manager, Parker, Waterman, Sensa and Rotring, and Vice President, Sandford Corporation

Product details

  • Item Weight : 1.26 pounds
  • Hardcover : 269 pages
  • ISBN-10 : 1591391962
  • ISBN-13 : 978-1591391968
  • Publisher : Harvard Business Review Press (September 1, 2004)
  • Product Dimensions : 6.46 x 1.03 x 9.48 inches
  • Language: : English
  • Customer Reviews:
    4.3 out of 5 stars 9 ratings