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The book reveals the hidden influence of a demographic group responsible for 77% of discretionary spending in the American economy, referred to as NEOs (New Economic Order). This group, comprising 46% of the population, drives economic growth even in challenging times, yet remains largely unnoticed by businesses and government. Understanding their values and spending habits is crucial for developing a sustainable economic strategy that can revitalize America and harness the untapped potential of the NEO Economy for future prosperity.
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One Hundred Thirteen Million Markets of One: How the New Economic Order Can Remake the American Economy, Chris Norton, Ross Honeywill
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- 2012
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