Book Summaries

In 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 exte