Mass affluence: seven new rules of marketing to today's consumer
Auteur :
Nunes, Paul F. / Johnson, Brian
Éditeur :
Harvard Business Review Press
ISBN :
9781591391968
Date de publication :
1 sept. 2004
Dimensions :
24,1 x 16,5 cm
Poids :
572 g
Format :
Cloth over boards
Langue :
Anglais
Pays d'origine :
USA
Explains how the fundamentals of marketing strategy must change in response to broad-based increase in wealth. This book addresses how to fine tune a mass marketing approach that captures the value created from greater consumer affluence. It reveals the mass marketing strategies a range of companies have successfully used.