Mass Affluence: 7 New Rules of Marketing to Today's Consumer By Paul Nunes and Brian Johnson Harvard Business School Press (Cambridge, MA), 2004. $29.95 (hardcover). Incredibly, given all the handwringing-about how Americans are spending too much and not saving enough,Nunes and Johnson actually posit that there is a"moneyed mass" of consumers out there who are not spending nearly as much as they might given their levels of disposable income. And their book is all about how to jimmy open ...

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