Reframe the marketplace : the total market approach to reaching the new majority /

• Κύριος συγγραφέας: Bowman, Jeffrey L., 1970-
• Άλλοι συγγραφείς: Katz, Jeremy, 1969-
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Hoboken : Wiley, 2015.
• Έκδοση: 1.
• Θέματα: Minority consumers.; Marketing > Cross-cultural studies.; BUSINESS & ECONOMICS > Management.; Marketing.; Electronic books.; Cross-cultural studies.

 "Reframe identifies the Total Market, a group of emerging consumers who have been ignored in marketing and advertising for the last 50 years. They are the individuals who have been part of the contemporary and cultural transformation of the world's population. That group includes underserved communities, women, the LGBT community, and the followers of non-Christian religions, among others. As an aggregate of overlooked and underserved market segments, the Total Market now constitutes more than half of the country's population. That's when the minority becomes the majority. Still, brands, businesses, advertisers and marketers have for the most part turned a blind eye to this particular quake, now worth more than $300 billion globally. How this failure to recognize and reach the most important new consumer marketplace in history happened-and how to fix it-is the entire focus and purpose of the book"--   Provided by publisher. 

 Machine generated contents note: Chapter 1 Separate but Equal Chapter 2 The Source of Growth: The Underserved Consumer Chapter 3 What's Wrong with General Market and Multicultural Marketing? Chapter 4 Tales from the Front: Companies Trying to Get It Right Chapter 5 Experimenting with the Total Market Approach Chapter 6 Step One: New Majority Readiness: The Organization Assessment Chapter 7 Step Two: Structuring Your Organization Chapter 8 Step Three: Rethinking Your Customers Chapter 9 Step Four: Designing the Right Customer Experience Chapter 10 Step Five: Using Big Data to Measure Total Market Enterprise & trade; Results Chapter 11 What Happens in 2040 When Minorities Are the Majority? Chapter 12 Implementing the Total Market Approach Around the World Index.