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More copies of this ISBNThis title in other editionsThe New Elite: Inside the Minds of the Truly Wealthyby Jim Taylor
Synopses & ReviewsReview:"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 AuthorDoug 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 ContentsCONTENTS
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
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