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The New Elite: Inside the Minds of the Truly Wealthy

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The New Elite: Inside the Minds of the Truly Wealthy Cover

 

Synopses & Reviews

Review:

"Marketing consultant Taylor and branding specialist Harrison mine success stories of the truly rich to learn how they acquired their fortunes, whether it has changed them and how they live their lives. Arguing that the wealthy are poorly understood by the average American, the media and marketers of high-end products, the authors contend that accurately understanding this group is critical for success in the marketing, sales, product development, branding and advertising fields. They dispel the myth that most of the rich have inherited their money and reveal the socioeconomic factors behind their self-made rises to success. Exploring how the rich spend their money and what influences their buying decisions, the authors identify the five classes of the newly wealthy with distinct reactions to the value and purpose of money — neighbors, wrestlers, patrons, mavericks and directors — groups that greatly differ in their lifestyles and financial attitudes. Charts and graphs throughout distill key data into easy-to-grasp nuggets, lending clarity to this book whose fresh take on the habits of the American economic elite will be indispensable to marketers. (Sept.)" Publishers Weekly (Copyright Reed Business Information, Inc.)

Book News Annotation:

The authors (all of the strategic marketing consulting and research services firm The Harrison Group) summarize their marketing research into the lifestyles of the rich and not-necessarily-famous, profiling the characteristics of America's wealthy, those individuals in the top 1 percent of the economic spectrum. They examine mind-sets and lifestyles, attitudes and values; and saving, investment, and consumption patterns and preferences. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

We are all fascinated by them—that enigmatic class of peo­ple often referred to as the rich. With all the emphasis on the rich and famous in America, we would think we know everything about them. In reality, very few of us truly understand those who make up the very wealthiest Americans—those with liquid assets of $5 million or more. What is this new class of people and how did they get that way?

In The New Elite, the authors reveal what motivates our country’s most powerful and influential class, what they want, where they shop, and how they really spend their money. With candor and unique insight, they reveal that the people who drive our economy are not Ivy league-educated, luxury-seeking socialites. While they include luminaries like Bill Gates, David Geffen, Ralph Lauren, and Donald Trump, they also include the small business owner next door. Based on unprecedented research with hundreds of interviews with members of this unique group,The New Elite uncovers the five classes of America’s newly wealthy—including those who struggle with its implications, those who refuse to let it change them, and those who give it away, and how each of them is changing our culture and economy. This is an entertaining and enlightening look at America’s ruling class, the profound ways they have redefined what it means to be rich, and how we court them.

About the Author

Doug Harrison (Waterbury, CT) founded Harrison Group Inc. in 1996 and has developed branding strategies for Coca-Cola, Microsoft, and Bank of America.

Jim Taylor (Waterbury, CT) is Vice President of the Harrison Group and one of the country’s most respected marketing consultants.

Table of Contents

CONTENTS

Acknowledgments vii

1. Today’s Wealth Explosion 1

The Supernova and the Gravitational Pull of Money

2. Debunking Paris Hilton 13

Why the Wealthy Told Us Their Stories

3. The Wealth of the Nation 21

Four Waves of American Wealth

4. There’s a New Sheriff in Town 41

The Triumph of the Middle Class

5. Money Matters 73

The Myths and Realities of the Wealthy and Their Money

6. The New Luxury 93

The Search for Sublime Value

7. The Journey of Wealth 113

The Arc of Maturation

8. Flavors of Wealth 127

The Five Lifestyle Choices

9. Globizens 155

Global Citizens and the Waning of Nationalism

10. Wealtherkind 169

The Children of Entrepreneurial Wealth

11. The Third Age 185

Reinventment and Philanthrobusiness

12. The Plutonomy 199

When 5 Percent of the Haves Own More Than the Other 95 Percent Combined

A Final Word 223

Appendix 225

Our Methodologies for Studying the Wealthy

Index 233

About the Authors 243

Product Details

ISBN:
9780814400487
Author:
Taylor, Jim
Publisher:
AMACOM/American Management Association
Author:
Harrison, Doug
Author:
Kraus, Stephen
Subject:
Marketing - General
Subject:
General
Subject:
Economics - General
Subject:
Social classes
Subject:
Wealth
Subject:
United states
Subject:
Wealth -- United States.
Subject:
Rich people -- United States.
Subject:
General Business & Economics
Copyright:
Publication Date:
20080831
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
256
Dimensions:
9.25 x 6.13 in 1.2 lb
Age Level:
17

Related Subjects

Business » Business Profiles
Business » Communication
Business » General
Business » Marketing
Featured Titles » History and Social Science
History and Social Science » Economics » General
History and Social Science » Law » General
History and Social Science » Sociology » American Studies
History and Social Science » Sociology » Social Classes
Religion » Western Religions » Theology

The New Elite: Inside the Minds of the Truly Wealthy Used Hardcover
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$6.95 In Stock
Product details 256 pages AMACOM/American Management Association - English 9780814400487 Reviews:
"Publishers Weekly Review" by , "Marketing consultant Taylor and branding specialist Harrison mine success stories of the truly rich to learn how they acquired their fortunes, whether it has changed them and how they live their lives. Arguing that the wealthy are poorly understood by the average American, the media and marketers of high-end products, the authors contend that accurately understanding this group is critical for success in the marketing, sales, product development, branding and advertising fields. They dispel the myth that most of the rich have inherited their money and reveal the socioeconomic factors behind their self-made rises to success. Exploring how the rich spend their money and what influences their buying decisions, the authors identify the five classes of the newly wealthy with distinct reactions to the value and purpose of money — neighbors, wrestlers, patrons, mavericks and directors — groups that greatly differ in their lifestyles and financial attitudes. Charts and graphs throughout distill key data into easy-to-grasp nuggets, lending clarity to this book whose fresh take on the habits of the American economic elite will be indispensable to marketers. (Sept.)" Publishers Weekly (Copyright Reed Business Information, Inc.)
"Synopsis" by ,

We are all fascinated by them—that enigmatic class of peo­ple often referred to as the rich. With all the emphasis on the rich and famous in America, we would think we know everything about them. In reality, very few of us truly understand those who make up the very wealthiest Americans—those with liquid assets of $5 million or more. What is this new class of people and how did they get that way?

In The New Elite, the authors reveal what motivates our country’s most powerful and influential class, what they want, where they shop, and how they really spend their money. With candor and unique insight, they reveal that the people who drive our economy are not Ivy league-educated, luxury-seeking socialites. While they include luminaries like Bill Gates, David Geffen, Ralph Lauren, and Donald Trump, they also include the small business owner next door. Based on unprecedented research with hundreds of interviews with members of this unique group,The New Elite uncovers the five classes of America’s newly wealthy—including those who struggle with its implications, those who refuse to let it change them, and those who give it away, and how each of them is changing our culture and economy. This is an entertaining and enlightening look at America’s ruling class, the profound ways they have redefined what it means to be rich, and how we court them.

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