“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 the upcoming 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
“Salzman and Matathia offer a dizzying snapshot of what our world might look like in the next five to ten years.” ―Publishers Weekly on Next
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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