Steadily rising affluence and greater freedom have brought us more
choices, more opportunities, and richer lifestyles than ever
before.
However, here is the 'paradox of progress' - that our
expectations are greater than ever, that there is never enough
time, and that the great majority of us are suffering from 'choice
overload'. Life often feels too hectic, too pressured - too
complicated.
Would we really want to turn back the clock to simpler times?
Absolutely not - today's consumers are richer, healthier, safer and
have more freedom than any before them. But to reap the benefitsof
progress, consumers need help to cope with the complexities they
face. This is the key problem in the lives of the affluent
majority, and a prime opportunity for business in the 21st
century.
In a book as useful to consumers as it is to business
strategists, Willmott and Nelson present in-depth analysis of the
complexities of modern consumers' lives, and provide innovative and
practical responses for business and marketing strategy.
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