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| 001 | ocn920680729 | ||
| 003 | OCoLC | ||
| 005 | 20240523125538.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 150904s2015 nju ob 001 0 eng | ||
| 010 | _a 2015035004 | ||
| 040 |
_aDLC _beng _erda _epn _cDLC _dN$T _dYDXCP _dIDEBK _dDG1 _dCDX _dEBLCP _dOCLCF _dOCLCO _dUMI _dTEFOD _dRECBK _dDEBSZ _dCOO _dOCLCQ _dDEBBG _dKSU _dK6U _dIDB _dLIP _dUAB _dOCLCQ _dMERUC _dOCLCQ _dD6H _dOCLCQ _dWRM _dAU@ _dOCLCQ _dU3W _dOCLCQ _dDKC _dOCLCQ _dS9I _dRDF _dOCLCQ _dUKMGB _dNJT _dLDP _dOCLCQ _dOCLCO _dOCLCQ _dINARC _dOCLCO _dOCLCL |
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_z9781119100256 _q(hbk.) |
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| 020 | _z9781119176329 | ||
| 020 | _z1119176328 | ||
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| 037 |
_a30F0A295-7487-497B-A118-692DA44A81E2 _bOverDrive, Inc. _nhttp://www.overdrive.com |
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| 042 | _apcc | ||
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| 049 | _aMAIN | ||
| 100 | 1 |
_aBowman, Jeffrey L., _d1970- |
|
| 245 | 1 | 0 |
_aReframe the marketplace : _bthe total market approach to reaching the new majority / _cJeffrey L. Bowman with Jeremy Katz. |
| 250 | _a1. | ||
| 264 | 1 |
_aHoboken : _bWiley, _c2015. |
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| 300 | _a1 online resource | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 500 | _aIncludes index. | ||
| 520 |
_a"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"-- _cProvided by publisher |
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| 588 | 0 | _aPrint version record and CIP data provided by publisher. | |
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 8 | _aChapter 1 Separate but Equal -- Chapter 2 The Source of Growth: The Underserved Consumer -- Chapter 3 What's Wrong with General Market and Multicultural Marketing? -- Chapter 4 Tales from the Front: Companies Trying to Get It Right -- Chapter 5 Experimenting with the Total Market Approach -- Chapter 6 Step One: New Majority Readiness: The Organization Assessment -- Chapter 7 Step Two: Structuring Your Organization -- Chapter 8 Step Three: Rethinking Your Customers -- Chapter 9 Step Four: Designing the Right Customer Experience -- Chapter 10 Step Five: Using Big Data to Measure Total Market Enterprise Results -- Chapter 11 What Happens in 2040 When Minorities Are the Majority? -- Chapter 12 Implementing the Total Market Approach Around the World. | |
| 590 |
_aJohn Wiley and Sons _bWiley Online Library: Complete oBooks |
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| 650 | 0 | _aMinority consumers. | |
| 650 | 0 |
_aMarketing _vCross-cultural studies. |
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| 650 | 6 | _aConsommateurs issus des minorit�es. | |
| 650 | 6 |
_aMarketing _v�Etudes transculturelles. |
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| 650 | 7 |
_aBUSINESS & ECONOMICS _xManagement. _2bisacsh |
|
| 650 | 7 |
_aMarketing _2fast |
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| 650 | 7 |
_aMinority consumers _2fast |
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| 655 | 7 |
_aCross-cultural studies _2fast |
|
| 700 | 1 |
_aKatz, Jeremy, _d1969- |
|
| 758 |
_ihas work: _aReframe the marketplace (Text) _1https://id.oclc.org/worldcat/entity/E39PCG8mYmPjFP9ppQxvTG3xXd _4https://id.oclc.org/worldcat/ontology/hasWork |
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| 776 | 0 | 8 |
_iPrint version: _aBowman, Jeffrey L., 1970- _tReframe the marketplace. _b1. _dHoboken : Wiley, 2015 _z9781119100256 _w(DLC) 2015023662 |
| 856 | 4 | 0 | _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119176329 |
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