The Future of Men: The Rise of the Ubersexual and What He Means for Marketing Today Book + PRICE WATCH * Amazon pricing is not included in price watch

The Future of Men: The Rise of the Ubersexual and What He Means for Marketing Today Book

From the stay-at-home dad to the metrosexual to the new macho revival, trendspotters and bestselling authors of Next show how the role of men has evolved and what it means for business and our culture. This is a revealing exploration of a market in flux--comprising half the population of the world--men. The authors show that the new definition of male is a result of complex social, biological, and economic influences that will revolutionize how we define and reach the "new" male market.* From the team that created the buzz around the word "metrosexual"* Businesses--from automobiles to cosmetics--are implicated in this change* The flipside of Faith Popcorn's EVEolutionRead More

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  • Product Description

    A revealing exploration of a key market in flux, The Future of Men highlights substantial demographic shifts and their impact—from the stay-at-home dad to the new macho revival. The authors draw on their expertise as top thought leaders from the advertising world—they were the ones to create the buzz around “übersexuals” and “metrosexuals”—to show that the new definition of masculinity is a result of complex social, biological, and economic influences. From automobiles to cosmetics to consumer electronics, this cutting-edge book explains how to tap the potential of the male market.

  • 1403975485
  • 9781403975485
  • Marian Salzman, Ira Matathia, Ann O'Reilly
  • 17 September 2006
  • Palgrave MacMillan
  • Paperback (Book)
  • 256
  • Reprint
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