Men are no longer a predictable market; their desires have evolved because of the shift in the balance of power between the genders and change in definitions of masculinity and femininity. What this means for business and culture is nothing short of a gigantic gender tidal wave. This is a revealing exploration of that market in flux.
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'The book should stimulate more than its share of water cooler conversations and trend-forecasting magazine articles.' - Publishers Weekly
Reviews for the hardback edition:
'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, most recently, Renovate Before You Innovate
'There is a 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.' - Lothar Reiff, Creative Director, Hugo Boss
'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
MARIAN SALZMAN is one of the world's leading trendspotters and primary author of Next. Recently named Executive Vice President of JWT, she was formerly a strategic officer at ad giant Euro RSCG Worldwide and Founder and President of BKG Youth. She is a graduate of Brown University and an alumna of Harvard University.
IRA MATATHIA has spent 25 years managing and creating change in some of the world's most important marketing communications enterprises. He is Managing Director of Taxi Advertising, New York, and was formerly Managing Director of Strategy at Euro RSCG Worldwide, New York. He contributes to Advertising Age and Adweek, and has made frequent TV and radio appearances around the world.
ANN O'REILLY is Editorial Director of Euro RSCG Worldwide's S.T.A.R. group, overseeing the product offerings of the agency's strategic trendspotting and research initiative. She is co-author, with Marian Salzman and Ira Matathia, of Buzz: Harness the Power of Influence and Create Demand (John Wiley & Sons).
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