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

"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 underserv...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Bowman, Jeffrey L., 1970-
Otros Autores: Katz, Jeremy, 1969-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Wiley, 2015.
Edición:1.
Temas:
Minority consumers.
Marketing > Cross-cultural studies.
Consommateurs issus des minorités.
Marketing > Études transculturelles.
BUSINESS & ECONOMICS > Management.
Marketing
Minority consumers
Cross-cultural studies
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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 Results
  • Chapter 11 What Happens in 2040 When Minorities Are the Majority?
  • Chapter 12 Implementing the Total Market Approach Around the World.

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