Mass Affluence

Seven New Rules of Marketing to Today's Consumer
About the Summary

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 extensive consumer research and practical application within many industries, this summary outlines seven new rules of mass marketing aimed directly at what Nunes and Johnson call the “moneyed masses.”

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