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Mass Influence: Seven New Rules of Marketing to Today's Consumer Everything old is new again – find out how mass marketing can (and should) be reinvented to appeal to today's dominant affluent consumer. What will it take to push your business to the fore in today's rapidly changing marketplace? What are the changes occurring? Before considering specific effects, let's remember there are numerous major forces for change, and not least among these is a baby boomer market still growing in influence. Baby boomers are a powerful collective economic force, not only because of their sheer numbers, but also because they tend to be open to new things, willing to spend and determined to live for the moment. To sales and marketing professionals, baby boomers are a supreme target market. But they are savvy shoppers with definite preferences and motivations. Marketers need to utilize up-to-the-moment research to effectively negotiate this target market alone. In Mass Influence: Seven New Rules of Marketing to Today's Consumer, Paul Nunes and Brian Johnson explore the dominant changes taking place in the current market and suggest ways marketers and sales professionals can adequately respond. Income alterations, they say, are one of the top shifts going on. According the authors, wealthier individuals are more important to marketers than ever before; virtually every type of product – from food to video games – is targeted at consumers with a wide range of incomes; and trends that see more spending from a smaller number of households. Carefully researched, their book interweaves the ramifications of each trend in the present and the future to develop an integrated view of marketing, advertising and consumer habits in the long term. With case studies the authors are at their best, explaining why Lexus cars or Target outlets have seen such positive results. Technically and theoretically dense, the text will allow marketing and business professionals to hit their stride. In today's environment, the authors contend, mass marketing – a strategy left for dead some time ago – is back, but its approach is new and fresh. In the true fashion of fashion, everything old is new again – and companies can't afford to disregard the latest development. While the mass-marketing concepts of the 1950s consisted of lowest-common-denominator strategies aimed to seduce the "middle class," Nunes and Johnson argue that the rules of mass marketing must be rewritten to appeal to today's burgeoning mass of different-and far more affluent-consumers. The "moneyed masses" have more disposable income than ever, and research shows the richest among them are not spending up to their potential-thus creating a windfall of opportunity for marketers.Mass Affluence, based on extensive consumer research, outlines seven new rules for capturing the affluent target market, and reveals how innovative companies are already employing them to launch billion-dollar industries in categories from oral care to homebuilding to exotic automobiles. Anyone involved in marketing of any kind will want to be privy to this book and its discussions of the newest trend in marketing. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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