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The Future of Men Paperback – 21 Jul 2014

3.0 out of 5 stars 1 customer review

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Product details

  • Paperback: 256 pages
  • Publisher: Palgrave Macmillan; New edition edition (21 July 2014)
  • Language: English
  • ISBN-10: 1403971854
  • ISBN-13: 978-1403971852
  • Product Dimensions: 15.2 x 1.4 x 22.9 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 2,825,375 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

'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

About the Author

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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Top Customer Reviews

Format: Hardcover
This book examines trends, real and alleged, in male roles. Its main strengths are its numerous examples, interesting interviews and chapter summaries of key points, which make for easy reading. Marian Salzman, Ira Matathia and Ann O'Reilly discuss a wide range of contemporary celebrities and ideas. Readers who have been paying attention to the social changes of the past few decades won't be challenged to think more deeply, but others may find something of interest in this review of trends in the men's rights movement. Just watch out for glib generalizations based on a random list of sources that includes Web sites, small newspapers of unknown accuracy and the occasional scholarly journal. We cautiously recommend this book to popular culture vultures and to marketers who wish to track social trends.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x96a0d1b4) out of 5 stars 11 reviews
15 of 15 people found the following review helpful
HASH(0x96921d68) out of 5 stars Skirts the Issues 29 Nov. 2005
By Jonah - Published on Amazon.com
Format: Hardcover
This had potential, but ultimately doesn't deliver. The authors do a fairly good round-up of how men have been consistently portrayed as bumbling idiots in advertising, and how that isn't really flying that well with male consumers. (Wow, what a surprise!) Things are indeed changing. However, they drop the ball when they attempt to come up with the hip definition of the "new male," what they call the ubersexual. They spend only a paltry few pages on what they believe this new trend actually is, and clearly show they are out to lunch on the topic. Advice for the authors: talk to real men who don't work on Madison Avenue, and stop relying on yesterday's market surveys. Is this why advertisers still don't get it when it comes to men ages 18-34? Yes.
12 of 13 people found the following review helpful
HASH(0x96921dbc) out of 5 stars The lack of insight is startling 14 Dec. 2005
By Analog Bubblebath - Published on Amazon.com
Format: Hardcover
I worked with two of the authors at their former ad agency, Euro RSCG. Given the thousands of hours they have spent in consumer focus groups, I was amazed and ultimately annoyed by how stultifying obvious many of their "observations" are. If a marketer actually finds this book useful, his company is in a ton of trouble.
10 of 13 people found the following review helpful
HASH(0x96923210) out of 5 stars Pointless 17 Oct. 2005
By Vanessa Clark - Published on Amazon.com
Format: Hardcover
Why must we always have to re-define men and put them into a certain category? And what purpose does it have? This book, just like the whole idea of creating new words to define men such as "meterosexual" and "ubersexual", is pointless and a lame attempt for somebody to get money and coin a silly name that won't do much of anything to how men look at themselves in general.
1 of 1 people found the following review helpful
HASH(0x969235dc) out of 5 stars Future of Men looks bleak, indeed. 7 Jan. 2007
By D. A. Krolak - Published on Amazon.com
Format: Paperback
This has to be the most disappointing book of its type. The authors seem to miss the point on men (18-34) all together & make some rather conflated claims. A year later & still no real sign of the Ubersexual, he doesn't exist, and much like Ms Salzman's study of the youth market - it seems she is well out of her reach here, not understanding in a sound & solid way what changes are actually occurring in the world today.

Further to this, as someone working in the interactive media realms, and advertising in a much more effective way to a key demographic the authors think they are defining - I agree with the Spotlight reviewer - if you are buying this as an aid, you & your agency are in trouble, if you are buying it to see the confabulated claims of "so-called" Populizer (sic - see her website) of Buzzwords and how traditional Madison Avenue misses the mark, unless you are buying it used at $1.13 - you're getting ripped off.
1 of 1 people found the following review helpful
HASH(0x969236c0) out of 5 stars Easy read on the status of modern men 22 Feb. 2007
By Rolf Dobelli - Published on Amazon.com
Format: Hardcover
This book examines trends, real and alleged, in male roles. Its main strengths are its numerous examples, interesting interviews and chapter summaries of key points, which make for easy reading. Marian Salzman, Ira Matathia and Ann O'Reilly discuss a wide range of contemporary celebrities and ideas. Readers who have been paying attention to the social changes of the past few decades won't be challenged to think more deeply, but others may find something of interest in this review of trends in the men's rights movement. Just watch out for glib generalizations based on a random list of sources that includes Web sites, small newspapers of unknown accuracy and the occasional scholarly journal. We cautiously recommend this book to popular culture vultures and to marketers who wish to track social trends.
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