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Targeted at readers looking to connect with the elusive male consumer, the book should stimulate more than its share of water cooler conversations and trend-forecasting magazine articles.- PW
Palgrave Macmillan
September 2005
256 pages
ISBN: 1403968829
Hardcover
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Non-Fiction
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 EVEolution
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