The idea of mass marketing revolutionized the ad and branding industries when it was unveiled in the US over 50 years ago.
Since then, marketers have relied on theories developed in the post-war boom years to sell products.
This book turns the notion of "one product for the masses" on its head, arguing that consumers are now more affluent than ever, but more cynical and discerning in spending. Still, the authors feel the new "affluent mass" is ready to spend on the right products marketed in the right way.
The book cites examples from major companies, and highlights products and marketing strategies that have successfully targeted a level just below the elite, luxury-goods segment - a middle ground between affordable-but-inadequate items and unaffordable "luxury" offerings.
This book is ideal for marketers seeking a different approach, or for simply helping the traditional strategist develop a new plan of attack.
Title Mass Affluence - 7 New Rules of Marketing to Today's Consumer
Authors Paul Nunes and Brian Johnson
Publisher Harvard Business School Press (Sept. 2004), 269 p.
Reviewed by Sharon Barclay, GM, Blanc & Otus