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The Future of Men: The Rise of the Ubersexual and What He Means for Marketing Today (Englisch) Gebundene Ausgabe – 26. August 2005

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"The trend-spotting authors who popularized the term 'metrosexual' have decided that the two-year-old phenomenon is, well, so two years ago. The new ideal is the 'übersexual'…reading Esquire or Sports Illustrated, shopping less but more discriminatingly, and favoring men over women as their closest friends."--Andrew Adam Newman, The New York Times
"Written with great élan and hyperbolic vigor, the book features a liberal dose of media and pop-cultural references....Targeted at readers looking to connect with the elusive male consumer, the book should stimulate more than its share of water cooler conversations and trend-forecasting magazine articles."--Publishers Weekly
"There's more to men these days than NASCAR Dads and Metrosexuals. In The Future of Men, Marian Salzman unlocks the secrets of marketing specifically to men with the kind of fresh insight and business savvy that proves the phrase 'If you want to know what a man really wants, ask a woman.' Anyone looking to transform their business will find not only an entertaining read here, but loads of practical advice." -- Faith Popcorn, author of EVEolution and In Culture

"We are at the end of the male market as we knew it. In this brilliant new book, major trends--critical for businesses marketing to men--are revealed. A new vision of what it means to be male is exposed." -- Sergio Zyman, author of The End of Marketing As We Know It and Renovate Before You Innovate

"There is a sea change going on in how masculinity is defined. The Future of Men will be critical for anyone who needs to understand the trends that are shaping the new man. M-ness, the term the authors use to show what's coming, perfectly encompasses what Hugo Boss aims to satisfy in our customers." -- Oliver Kastalio, Global Director for Hugo Boss Fine Fragrance and Beauty Care, Procter & Gamble

"From the trio that brought you Buzz and brought metrosexual into our everyday vocabulary, The Future of Men is a thoughtful provocation that helps connect the dots of the many divergent challenges facing men and masculinity as we head into the 21st century. The relief in their ultimate conclusion -- that men indeed do have a future -- is only of some relief as, apparently, we have to shape it for ourselves! A clever and thought provoking treatise." -- Rob Malcolm, global marketing sales and innovation, Diageo plc

Praise for Next:
"Salzman and Matathia offer a dizzying snapshot of what our world might look like in the next five to ten years." -- Publishers Weekly


This is a revealing exploration of a market in flux. The Future of Men looks at the important forces shaping men's present-day and future lives and draws conclusions as to how recent and current shifts are likely to influence men's behaviours and attitudes in this new century. The authors show that the new definition of male is a result of complex social, biological, and economic influences. Men are no longer a predictable market; their desires have evolved because of the shift in the balance of power between the genders, societal expectations, and their own freedom to test products and roles that were traditionally defined as feminine. What this means for business and culture is nothing short of a gigantic gender tidal wave; marketers, advertisers, and businesses across all industries - from automobiles to cosmetics - must understand the trends that are shaping this critical population if they are to stay in the game.

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15 von 15 Kunden fanden die folgende Rezension hilfreich
Skirts the Issues 30. November 2005
Von Jonah - Veröffentlicht auf
Format: Gebundene Ausgabe
This had potential, but ultimately doesn't deliver. The authors do a fairly good round-up of how men have been consistently portrayed as bumbling idiots in advertising, and how that isn't really flying that well with male consumers. (Wow, what a surprise!) Things are indeed changing. However, they drop the ball when they attempt to come up with the hip definition of the "new male," what they call the ubersexual. They spend only a paltry few pages on what they believe this new trend actually is, and clearly show they are out to lunch on the topic. Advice for the authors: talk to real men who don't work on Madison Avenue, and stop relying on yesterday's market surveys. Is this why advertisers still don't get it when it comes to men ages 18-34? Yes.
12 von 13 Kunden fanden die folgende Rezension hilfreich
The lack of insight is startling 14. Dezember 2005
Von Analog Bubblebath - Veröffentlicht auf
Format: Gebundene Ausgabe
I worked with two of the authors at their former ad agency, Euro RSCG. Given the thousands of hours they have spent in consumer focus groups, I was amazed and ultimately annoyed by how stultifying obvious many of their "observations" are. If a marketer actually finds this book useful, his company is in a ton of trouble.
10 von 13 Kunden fanden die folgende Rezension hilfreich
Pointless 17. Oktober 2005
Von V.C. - Veröffentlicht auf
Format: Gebundene Ausgabe
Why must we always have to re-define men and put them into a certain category? And what purpose does it have? This book, just like the whole idea of creating new words to define men such as "meterosexual" and "ubersexual", is pointless and a lame attempt for somebody to get money and coin a silly name that won't do much of anything to how men look at themselves in general.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Future of Men looks bleak, indeed. 7. Januar 2007
Von D. A. Krolak - Veröffentlicht auf
Format: Taschenbuch
This has to be the most disappointing book of its type. The authors seem to miss the point on men (18-34) all together & make some rather conflated claims. A year later & still no real sign of the Ubersexual, he doesn't exist, and much like Ms Salzman's study of the youth market - it seems she is well out of her reach here, not understanding in a sound & solid way what changes are actually occurring in the world today.

Further to this, as someone working in the interactive media realms, and advertising in a much more effective way to a key demographic the authors think they are defining - I agree with the Spotlight reviewer - if you are buying this as an aid, you & your agency are in trouble, if you are buying it to see the confabulated claims of "so-called" Populizer (sic - see her website) of Buzzwords and how traditional Madison Avenue misses the mark, unless you are buying it used at $1.13 - you're getting ripped off.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Easy read on the status of modern men 22. Februar 2007
Von Rolf Dobelli - Veröffentlicht auf
Format: Gebundene Ausgabe
This book examines trends, real and alleged, in male roles. Its main strengths are its numerous examples, interesting interviews and chapter summaries of key points, which make for easy reading. Marian Salzman, Ira Matathia and Ann O'Reilly discuss a wide range of contemporary celebrities and ideas. Readers who have been paying attention to the social changes of the past few decades won't be challenged to think more deeply, but others may find something of interest in this review of trends in the men's rights movement. Just watch out for glib generalizations based on a random list of sources that includes Web sites, small newspapers of unknown accuracy and the occasional scholarly journal. We cautiously recommend this book to popular culture vultures and to marketers who wish to track social trends.
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