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The Future Of Men

The Future Of Men

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  • ISBN:9781403971852
  • Editorial: Palgrave
  • Fecha de la edición:
  • Encuadernación:Rústica
  • Dimensiones: 19 cm x 25 cm
  • Nº Pág.:256
  • Idiomas:

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This is a revealing exploration of a market in flux. The Future of Men looks at the important forces shaping men's present-day and future lives and draws conclusions as to how recent and current shifts are likely to influence men's behaviours and attitudes in this new century. The authors show that the new definition of male is a result of complex social, biological, and economic influences. Men are no longer a predictable market; their desires have evolved because of the shift in the balance of power between the genders, societal expectations, and their own freedom to test products and roles that were traditionally defined as feminine. What this means for business and culture is nothing short of a gigantic gender tidal wave; marketers, advertisers and businesses across all industries - from automobiles to cosmetics - must understand the trends that are shaping this critical population if they are to stay in the game.

Introduction
The Great Gender Shift
Me Tarzan, You Jane - The Biology of Gender
What Is Masculinity?
Beyond Metrosexualmania: The Ubersexual Man as King of the Castle
The Tables Turn for Women
Mass Media, Advertising & the Modern Man
Real Men and Their Real Role Models
New Rules for the Mating Game
How Are Men Handling the Sea Changes
Conclusion: M-Ness - The Bright Future of Men

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