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Author: David Burgos
Publisher: St. Martin's Press
ISBN: 0230338852
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Author: David Burgos
Publisher: St. Martin's Press
ISBN: 0230338852
Category : Business & Economics
Languages : en
Pages : 258
Get Book Here
Book Description
Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Author: Gail Baker-Woods
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 204
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Book Description
Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, including Native Americans, Hispanic Americans, African Americans, and Asian Americans. To help you analyze the cases, Woods first explores the historical, behavioral, legal, and social issues involved with target marketing to ethnic groups. The cases that follow vividly illustrate the different ways in which executives shaped their strategies in light of these issues and their marketing goals. Drawn from many different American corporations, these cases cover a range of consumer products from paper towels and trucks to life insurance. Each case is examined in terms of the company profile, campaign goals, concept/theme, execution, and results. At the end of each case, a "View from the Top" profiles or interviews an industry executive to get his or her experienced views. Throughout the book, recent examples and insights from professionals provide you with inside information on target marketing, and how you can succeed in a changing marketplace.
Author: Jeffrey L. Bowman
Publisher: John Wiley & Sons
ISBN: 1119100259
Category : Business & Economics
Languages : en
Pages : 195
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Book Description
Increase your market share by including every customer in the conversation America 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. Reframe the Marketplace is your guide to modernizing your business approach and growing your business with EVERY customer in mind. Marketing 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. In Reframe the Marketplace, 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. Discover how to: Modernize your marketing and communications approach to reflect the New America. Design and build a more diverse and inclusive approach to marketing planning, product design, customer experience and go-to-market. Grow your business with input from traditionally underserved markets or what was once called minorities. Effectively reach new customers and emerging markets in a personalized way. Engage in meaningful conversations with employees, consumers and drive change from the inside and outside of your organization. Your 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. Reframe the Marketplace is your key to staying relevant and in business.
Author: Jeffrey L. Bowman
Publisher: John Wiley & Sons
ISBN: 1119100267
Category : Business & Economics
Languages : en
Pages : 195
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Book Description
Increase your market share by including every customer in the conversation America 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. Reframe the Marketplace is your guide to modernizing your business approach and growing your business with EVERY customer in mind. Marketing 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. In Reframe the Marketplace, 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. Discover how to: Modernize your marketing and communications approach to reflect the New America. Design and build a more diverse and inclusive approach to marketing planning, product design, customer experience and go-to-market. Grow your business with input from traditionally underserved markets or what was once called minorities. Effectively reach new customers and emerging markets in a personalized way. Engage in meaningful conversations with employees, consumers and drive change from the inside and outside of your organization. Your 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. Reframe the Marketplace is your key to staying relevant and in business.
Author: Marye Tharp
Publisher: Routledge
ISBN: 1317507487
Category : Business & Economics
Languages : en
Pages : 366
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Book Description
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: Robert E. Weems
Publisher: NYU Press
ISBN: 0814792901
Category : Business & Economics
Languages : en
Pages : 206
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Book Description
Despite African Americans' nearly $500 billion collective annual spending power, surprisingly little attention has been devoted to the ways U.S. businesses have courted black dollars in postslavery America. Desegregating the Dollar presents the first fully integrated history of black consumerism during the last century.
Author: Eric Malm
Publisher: Rowman & Littlefield
ISBN: 1475836023
Category : Education
Languages : en
Pages : 127
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Book Description
Much of higher education was originally designed to meet the needs of full time 18-22 year-old students who enter directly from high school. However, the New Majority of our students are older, likely to swirl among institutions, and have significant adult responsibilities outside of the classroom. The New Majority Student: Working from Within to Transform Higher Education is a call to transform colleges and universities to meet the academic and student experience needs of New Majority students and for adult educators to become advocates, allies, and resources for needed reforms. Book contributors, including faculty, staff and administrators at public, private and community colleges, provide insights for this transformation. The bookutilizes a business perspective to academic transformation, providing a guide to how universities can redefine and restructure their education product to meet student needs. Taking a Human Centered Design approach, the contributors provide frameworks and examples of how institutions can reallocate technology, effort (internal, external, student, faculty) and finances to reimagine programs and ensure long term institutional health.
Author: Duncan Campbell
Publisher: University of Alberta
ISBN: 9780888640451
Category : Education
Languages : en
Pages : 162
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Book Description
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Author: Juliann Sivulka
Publisher: Prometheus Books
ISBN: 1615920684
Category : Business & Economics
Languages : en
Pages : 415
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Book Description
Following three key periods in the history of American advertising, which represent eras of major social change, this work describes how the recognition of women as primary consumers has resulted in the hiring of more women to promote products for this target audience.
Author: Deborah J. MacInnis
Publisher: Routledge
ISBN: 1317469194
Category : Business & Economics
Languages : en
Pages : 447
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Book Description
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
