{"product_id":"reframe-the-marketplace-9781119100256","title":"Reframe The Marketplace","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\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 experien\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406985503063,"sku":"9781119100256","price":19.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119100256.jpg?v=1730497792","url":"https:\/\/bookcurl.com\/products\/reframe-the-marketplace-9781119100256","provider":"Book Curl","version":"1.0","type":"link"}