( 6 reviews )
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( 1 of 1 found this review helpful ) Posted: May 7 2009
The global economic meltdown of 2008 that decimated 401(K)s; home values and virtually every other asset class will be discussed for years. The "wealth effect" that the masses had during the late 1990's and early part of this decade has evaporated along with the real erosion of foundational components of retirement, which had buoyed a perception of personal prosperity. Given those facts, it's difficult to offer a resounding recommendation for the book titled - "Mass Affluence" - since the premise of the book seems to have lost its relevancy. With consumer confidence and spending at all-time lows, no responsible middle-upper middle class American would classify themselves as a member of the "moneyed masses" in the way that the authors of this book have. However, there are some concepts contained in the book that make it worth reading, especially when it addresses how to sell to cautious consumers - which is a trait that both moneyed and unmoneyed individuals currently manifest. A timely revision to this book would probably carry more meaning than the current edition.
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Posted: Oct 24 2006
Mass Affluence complements The Dollarization Discipline (Fox and Gregory)by explaining the emotional needs of today's mass-market customer (the end-user to our broadcaster customers). Put the two together to see how product development and sales should work in the coming decade. (Review based on reading a commercial executive summary of both books.)
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( 7 of 7 found this review helpful ) Posted: Jun 30 2006
So many books about marketing or business are long on high-minded concepts, but very short on ideas you can use when you go to work the next day. Mass Affluence happily breaks that mold and offers up useful ideas in almost every chapter. Nunes does a great job of breaking down how to approach the large demographic of relatively wealthy consumers into different functional areas and makes a chapter out of each. He explains how something, like billing, was typically done in the past and how it should be handled now. Beyond that, Nunes has found pertinent real-world examples of every concept he discusses and gets helpful input from the business people out using the strategies on a day-to-day basis. The result of all Nunes work (I'm sure it would've been easier to write the book without running down real-world examples) is a highly practical guide to setting up or improving upon a business that caters to wealthy, but not mega-rich, customers. Highly recommended.
