Mass Affluence, Soundview Executive Book SummariesIn Mass Affluence, customer management and marketing strategy
experts Paul Nunes and Brian Johnson explain that we are witnessing a
pendulum swing in marketing from "one-to-one" customer strategies back
to mass marketing. But this is mass marketing with a twist:The targeted
customers are not the middle class of the post-World War II era. They are
richer yet more cautious consumers — and they won’t respond to the strategies that worked with their middle-class predecessors.
Based on extensive consumer research and practical application within
many industries, Mass Affluence outlines seven new rules of mass marketing aimed directly at what Nunes and Johnson call the "moneyed masses."
Throughout, the authors illustrate how innovative companies are already
successfully implementing these strategies — not with traditional "luxury"
goods, but with high-end products that fill an often ignored middle ground
in ordinary categories from household cleaning to apparel to oral care.
Exploring the marketing implications of this phenomenon for the first
time, the authors reveal how organizations can capture the latent value in a
powerful — and largely untapped — market.
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