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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | eBook |
| Language: | English |
| Published: |
Hoboken
Wiley
2015
|
| Edition: | 1 |
| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | "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"-- |
|---|---|
| Item Description: | Includes index |
| Physical Description: | 1 online resource |
| ISBN: | 1119100267 9781119100263 1119100275 1119100259 9781119100256 9781119100270 |