{"product_id":"reframe-the-marketplace-the-total-market-approach-to-reaching-the-new-majority-hardback-9781119100256","title":"Reframe The Marketplace; The Total Market Approach to Reaching the New Majority (Hardback) 9781119100256","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eReframe The Marketplace\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Total Market Approach to Reaching the New Majority\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJeffrey L. Bowman (Author), Jeremy Katz (With)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119100256, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 6 November 2015\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e192 pages\u003cbr\u003e23.1 x 16 x 2.5 cm, 0.363 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eIncrease your market share by including every customer in the conversation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAmerica and demographics in America continue to change dramatically with the population becoming increasingly more diverse each and every day. Unfortunately, many brands and businesses are just now recognizing this wave of change and not prepared to address the needs and wants of their diverse customer base. \u003ci\u003eReframe the Marketplace\u003c\/i\u003e is your guide to modernizing your business approach and growing your business with EVERY customer in mind.\u003c\/p\u003e \u003cp\u003eMarketing and Advertising pioneer and award-winning author Jeffrey L. Bowman brings his experience working with organizations like Verizon, Prudential, IKEA, British Airways, Coca-Cola, MolsonCoors and Unilever to the masses with his inclusive Total Market approach to marketing.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eReframe the Marketplace\u003c\/i\u003e, Bowman shows you how to identify your organization’s underserved markets, their nuanced needs, and build the best customer experiences based on research and insights. From Blacks, LatinX, women, LGBQT+, youth markets and more, you'll learn to go beyond ethnic targeting to true engagement with your customers to uncover opportunities that shape their world and inspire a love for your products.\u003c\/p\u003e \u003cp\u003eDiscover how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eModernize your marketing and communications approach to reflect the New America.\u003c\/li\u003e \u003cli\u003eDesign and build a more diverse and inclusive approach to marketing planning, product design, customer experience and go-to-market.\u003c\/li\u003e \u003cli\u003eGrow your business with input from traditionally underserved markets or what was once called minorities.\u003c\/li\u003e \u003cli\u003eEffectively reach new customers and emerging markets in a personalized way.\u003c\/li\u003e \u003cli\u003eEngage in meaningful conversations with employees, consumers and drive change from the inside and outside of your organization.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eYour customers are diverse, they demand personalized experiences and they’re willing to evangelize for the brands they love. They will reward brands who authentically meet their needs. They are speaking up, taking action, and calling for change. It’s time to listen or lose out. \u003ci\u003eReframe the Marketplace\u003c\/i\u003e is your key to staying relevant and in business.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003eChapter 1 Separate but Equal 1\u003c\/p\u003e \u003cp\u003eChapter 2 The Source of Growth: The Underserved Consumer 19\u003c\/p\u003e \u003cp\u003eChapter 3 What’s Wrong with General-Market and Multicultural Marketing? 33\u003c\/p\u003e \u003cp\u003eChapter 4 Tales from the Front: Companies Trying to Get It Right 49\u003c\/p\u003e \u003cp\u003eChapter 5 Experimenting with the Total Market Approach 63\u003c\/p\u003e \u003cp\u003eChapter 6 Step One: New Majority Readiness: The Organization Assessment 77\u003c\/p\u003e \u003cp\u003eChapter 7 Step Two: Structuring Your Organization 89\u003c\/p\u003e \u003cp\u003eChapter 8 Step Three: Rethinking Your Consumers and Customers 101\u003c\/p\u003e \u003cp\u003eChapter 9 Step Four: Designing the Right Customer Experience 119\u003c\/p\u003e \u003cp\u003eChapter 10 Step Five: Using Big Data to Measure Total Market Enterprise Results 137\u003c\/p\u003e \u003cp\u003eChapter 11 What Happens in 2020 When Minorities are the Majority? 145\u003c\/p\u003e \u003cp\u003eChapter 12 Implementing the Total Market Approach around the World 157\u003c\/p\u003e \u003cp\u003eNotes 167\u003c\/p\u003e \u003cp\u003eAbout the Author 169\u003c\/p\u003e \u003cp\u003eIndex 171\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52421401248024,"sku":"9781119100256","price":18.67,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119100256_286972.jpg?v=1784595310","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/reframe-the-marketplace-the-total-market-approach-to-reaching-the-new-majority-hardback-9781119100256","provider":"Freshly Printed Books","version":"1.0","type":"link"}