{"id":"https://openalex.org/W73421930","doi":null,"title":"Selling to the moneyed masses.","display_name":"Selling to the moneyed masses.","publication_year":2004,"publication_date":"2004-07-01","ids":{"openalex":"https://openalex.org/W73421930","mag":"73421930","pmid":"https://pubmed.ncbi.nlm.nih.gov/15241956"},"language":"en","primary_location":{"id":"pmid:15241956","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/15241956","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Harvard business review","raw_type":"Journal Article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["pubmed"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5110824974","display_name":"Paul F. Nunes","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210099672","display_name":"Accenture (United States)","ror":"https://ror.org/013g16z83","country_code":"US","type":"company","lineage":["https://openalex.org/I4210093804","https://openalex.org/I4210099672"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Paul F Nunes","raw_affiliation_strings":["Accenture's Institute for High Performance Business, Wellesley, Massachusetts, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Accenture's Institute for High Performance Business, Wellesley, Massachusetts, USA","institution_ids":["https://openalex.org/I4210099672"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Brian A Johnson","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Brian A Johnson","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5021935252","display_name":"R. Timothy S. Breene","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"R Timothy S Breene","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.8089,"has_fulltext":false,"cited_by_count":27,"citation_normalized_percentile":{"value":0.91735344,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":"82","issue":"7-8","first_page":"94","last_page":"104, 188"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9564999938011169,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9564999938011169,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.025800000876188278,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.005900000222027302,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/household-income-distribution","display_name":"household income distribution","score":0.7950000166893005},{"id":"https://openalex.org/keywords/new-product-launch","display_name":"new product launch","score":0.703000009059906},{"id":"https://openalex.org/keywords/market-positioning","display_name":"market positioning","score":0.6629999876022339},{"id":"https://openalex.org/keywords/product-design","display_name":"product design","score":0.5899999737739563},{"id":"https://openalex.org/keywords/tooth-bleaching","display_name":"tooth bleaching","score":0.5649999976158142},{"id":"https://openalex.org/keywords/procter-gamble","display_name":"Procter & Gamble","score":0.7879999876022339},{"id":"https://openalex.org/keywords/customer-segmentation","display_name":"customer segmentation","score":0.4480000138282776}],"concepts":[{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.6484965682029724},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.6367934942245483},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5588586330413818},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5318270325660706},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5103155970573425},{"id":"https://openalex.org/C110121322","wikidata":"https://www.wikidata.org/wiki/Q865811","display_name":"Distribution (mathematics)","level":2,"score":0.44989320635795593},{"id":"https://openalex.org/C54750564","wikidata":"https://www.wikidata.org/wiki/Q26643","display_name":"Commerce","level":1,"score":0.34524431824684143},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.13851889967918396},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.09620928764343262},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C134306372","wikidata":"https://www.wikidata.org/wiki/Q7754","display_name":"Mathematical analysis","level":1,"score":0.0}],"mesh":[{"descriptor_ui":"D003258","descriptor_name":"Consumer Behavior","qualifier_ui":"Q000191","qualifier_name":"economics","is_major_topic":true},{"descriptor_ui":"D004465","descriptor_name":"Economic Competition","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D005382","descriptor_name":"Financing, Personal","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D007182","descriptor_name":"Income","qualifier_ui":"Q000639","qualifier_name":"trends","is_major_topic":false},{"descriptor_ui":"D007221","descriptor_name":"Industry","qualifier_ui":"Q000191","qualifier_name":"economics","is_major_topic":true},{"descriptor_ui":"D007221","descriptor_name":"Industry","qualifier_ui":"Q000458","qualifier_name":"organization & administration","is_major_topic":false},{"descriptor_ui":"D011357","descriptor_name":"Product Line Management","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D014100","descriptor_name":"Toothpastes","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D014481","descriptor_name":"United States","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true}],"locations_count":2,"locations":[{"id":"pmid:15241956","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/15241956","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Harvard business review","raw_type":"Journal Article"},{"id":"mag:73421930","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/15241956","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"PubMed","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W49138394","https://openalex.org/W2526234088","https://openalex.org/W2013275430","https://openalex.org/W3114632107","https://openalex.org/W2552055571","https://openalex.org/W566622536","https://openalex.org/W2409916205","https://openalex.org/W7208195824","https://openalex.org/W2530903961","https://openalex.org/W2493328798"],"abstract_inverted_index":{"Over":[0],"the":[1,4,67,72,79,95,113,121,126,132,151,156,171,192,227,242,262,273],"past":[2],"decade,":[3],"distribution":[5],"of":[6,18,28,76,115,134,229],"household":[7],"incomes":[8],"has":[9,45,174,256,269,282],"shifted":[10],"so":[11],"much":[12,15],"that":[13,111,137],"a":[14,33,39,116,199,217,258,271],"larger":[16],"proportion":[17],"consumers":[19,129],"now":[20],"earn":[21],"significantly":[22],"higher-than-average":[23],"incomes--while":[24],"still":[25],"falling":[26],"short":[27],"being":[29],"truly":[30],"rich.":[31],"As":[32],"result,":[34],"what":[35],"used":[36],"to":[37,70,85,143,182,187,234,240,250],"be":[38,83],"no-man's-land":[40],"for":[41,88,98,180,261],"new":[42,62,157],"product":[43,166],"introductions":[44],"in":[46,120,232],"many":[47],"categories":[48,167],"become":[49],"an":[50,285],"extremely":[51],"profitable":[52],"\"new":[53],"middle":[54,172],"ground.\"":[55],"How":[56,195],"can":[57,82,245],"marketers":[58,221],"capitalize":[59],"on":[60,226],"this":[61],"territory?":[63],"The":[64,280],"key,":[65],"say":[66],"authors,":[68],"is":[69,191],"rethink":[71],"positioning":[73,96],"and":[74,78,214,292],"design":[75,183],"offerings":[77,186],"ways":[80],"they":[81,248],"brought":[84],"market.":[86,251],"Take,":[87],"instance,":[89],"how":[90,247],"Procter":[91],"&":[92],"Gamble":[93],"redefined":[94],"map":[97],"tooth-whitening":[99],"solutions.":[100],"A":[101],"decade":[102],"ago,":[103],"dental":[104],"centers":[105],"were":[106],"popularizing":[107],"expensive":[108],"bleaching":[109],"techniques":[110],"put":[112],"price":[114],"professionally":[117],"brightened":[118],"smile":[119],"400":[122],"dollars":[123,142,163],"range.":[124],"At":[125],"low":[127],"end,":[128],"also":[130],"had":[131],"choice":[133],"whitening":[135],"toothpastes":[136],"cost":[138],"anywhere":[139],"from":[140],"2":[141],"8":[144],"dollars.":[145],"P&G":[146],"wisely":[147],"positioned":[148],"itself":[149,275],"between":[150],"two":[152],"ends,":[153],"successfully":[154],"targeting":[155],"mass":[158,254,263],"market":[159],"with":[160],"its":[161],"35":[162],"Whitestrips.":[164],"In":[165],"where":[168],"it's":[169,178],"clear":[170],"ground":[173],"already":[175],"been":[176],"populated,":[177],"important":[179],"companies":[181,238],"or":[184],"redesign":[185],"compete.":[188],"An":[189],"example":[190],"Polo":[193],"shirt.":[194,219],"do":[196],"you":[197],"sell":[198],"man":[200],"yet":[201],"another":[202],"one":[203],"after":[204],"he's":[205],"bought":[206],"every":[207],"color":[208],"he":[209],"wants?":[210],"Add":[211],"some":[212],"features,":[213],"call":[215],"it":[216],"golf":[218],"Here,":[220],"have":[222],"introduced":[223],"designs":[224],"based":[225],"concept":[228],"\"occasional":[230],"use\"":[231],"order":[233],"stand":[235],"out.":[236],"Finally,":[237],"wishing":[239],"reach":[241],"\"almost":[243],"rich\"":[244],"change":[246],"go":[249],"Perhaps":[252],"no":[253],"retailer":[255],"made":[257,283],"stronger":[259],"bid":[260],"affluent":[264],"than":[265],"Target":[266,284],"Stores,":[267],"which":[268],"pioneered":[270],"focus":[272],"company":[274],"characterizes":[276],"as":[277],"upscale":[278],"discount.":[279],"strategy":[281],"everyday":[286],"shopping":[287],"phenomenon":[288],"among":[289],"well-heeled":[290],"urbanites":[291],"prosperous":[293],"professionals.":[294]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":2},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":2},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":1},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":3},{"year":2012,"cited_by_count":1}],"updated_date":"2026-10-31T12:09:11.096373","created_date":"2016-06-24T00:00:00"}