Description
Book SynopsisIncrease 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 experien
Table of Contents
Acknowledgments ix
Chapter 1 Separate but Equal 1
Chapter 2 The Source of Growth: The Underserved Consumer 19
Chapter 3 What’s Wrong with General-Market and Multicultural Marketing? 33
Chapter 4 Tales from the Front: Companies Trying to Get It Right 49
Chapter 5 Experimenting with the Total Market Approach 63
Chapter 6 Step One: New Majority Readiness: The Organization Assessment 77
Chapter 7 Step Two: Structuring Your Organization 89
Chapter 8 Step Three: Rethinking Your Consumers and Customers 101
Chapter 9 Step Four: Designing the Right Customer Experience 119
Chapter 10 Step Five: Using Big Data to Measure Total Market Enterprise Results 137
Chapter 11 What Happens in 2020 When Minorities are the Majority? 145
Chapter 12 Implementing the Total Market Approach around the World 157
Notes 167
About the Author 169
Index 171
