Reframe the marketplace
Subtitle: the total market approach to reaching the new majority : a guide for brands and businesses
By: Jeffrey L. Bowman with Jeremy Katz
Contributors: Katz, Jeremy, 1969-
Publisher: Wiley
Published: 2015
Language: eng
Number of pages: 180
ISBN-13: 9781119100256
Subjects: Minority consumers; Marketing; Cross-cultural studies
Description: "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"--
Notes: Includes bibliographical references and index.
Table of contents: title: Separate but Equal; title: The Source of Growth : The Underserved Consumer; title: What's Wrong with General Market and Multicultural Marketing?; title: Tales from the Front: Companies Trying to Get It Right; title: Experimenting with the Total Market Approach; title: Step One: New Majority Readiness : The Organization Assessment; title: Step Two: Structuring Your Organization; title: Step Three : Rethinking Your Customers; title: Step Four: Designing the Right Customer Experience; title: Step Five: Using Big Data to Measure Total Market Enterprise Results; title: What Happens in 2040 2020 When Minorities Are the Majority?; title: Implementing the Total Market Approach Around the World.