Reframe The Marketplace E-Book

Jeffrey L. Bowman

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 217

Veröffentlichungsjahr: 2015

Beschreibung

Increase 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 experiences based on research and insights. From Blacks, LatinX, women, LGBQT+, youth markets and more, you'll learn to go beyond ethnic targeting to true engagement with your customers to uncover opportunities that shape their world and inspire a love for your products. Discover how to: * Modernize your marketing and communications approach to reflect the New America. * Design and build a more diverse and inclusive approach to marketing planning, product design, customer experience and go-to-market. * Grow your business with input from traditionally underserved markets or what was once called minorities. * Effectively reach new customers and emerging markets in a personalized way. * Engage in meaningful conversations with employees, consumers and drive change from the inside and outside of your organization. Your customers are diverse, they demand personalized experiences and they're willing to evangelize for the brands they love. They will reward brands who authentically meet their needs. They are speaking up, taking action, and calling for change. It's time to listen or lose out. Reframe the Marketplace is your key to staying relevant and in business.

Leseprobe

Contents

Cover

Title Page

Copyright

Dedication

Acknowledgments

Chapter 1: Separate but Equal

The World's Worst Marketing Challenge

Separate but Equal

Chapter 2: The Source of Growth: The Underserved Consumer

Chapter 3: What's Wrong with General-Market and Multicultural Marketing?

Evolution

Shifting Demographics

Big Market, Big Opportunity, and Big Confusion

Chapter 4: Tales from the Front: Companies Trying to Get It Right

Starting the Transformation

Earning Credibility

Let's Talk about Race

The First Fruits

Chapter 5: Experimenting with the Total Market Approach

What Is the Total Market Enterprise Approach?

A New Industry Vertical

Achieving New Majority Readiness—Total Market Enterprise Maturity Model

Chapter 6: Step One: New Majority Readiness: The Organization Assessment

History of Diversity and Inclusion as a Model for the Marketplace

The Total Market Enterprise Assessment

Five Levels to Demonstrating Total Market Enterprise Mastery

Can You See Me Now?

Chapter 7: Step Two: Structuring Your Organization

What Does a Total Market Enterprise Organization Look Like?

What Is the Total Market Enterprise Execution Road Map?

Chapter 8: Step Three: Rethinking Your Consumers and Customers

Total Addressable Market

The Brand Cross-Cultural Index

The Winning Brands

Just a First Step

Chapter 9: Step Four: Designing the Right Customer Experience

Being Up Front about the Upfronts

Cross-Cultural Experiences

The Five Strategic Territories

Putting the Strategic Territories into Action

Chapter 10: Step Five: Using Big Data to Measure Total Market Enterprise Results

What Is the Total Market Enterprise Inside → Outside Strategy?

How to Implement an Inside → Outside Strategy

Chapter 11: What Happens in

2040

2020 When Minorities Are the Majority?

What Happens in

2040

2020?

The Three Generations

Parents Just Don't Understand

What Will Generation Z Mean to Brands and Businesses?

Chapter 12: Implementing the Total Market Approach around the World

International Transculturalism

Where Do We Go from Here?

About the Author

Index

End User License Agreement

List of Tables

Table 11.1

List of Illustrations

Figure 1.1

Figure 1.2

Figure 2.1

Figure 2.2

Figure 2.3

Figure 2.4

Figure 2.5

Figure 2.6

Figure 3.1

Figure 3.2

Figure 3.3

Figure 3.4

Figure 3.5

Figure 3.6

Figure 3.7

Figure 3.8

Figure 4.1

Figure 5.1

Figure 5.2

Figure 7.1

Figure 7.2

Figure 7.3

Figure 7.4

Figure 7.5

Figure 7.5

Figure 8.1

Figure 8.2

Figure 8.3

Figure 8.4

Figure 8.5

Figure 8.6

Figure 8.7

Figure 8.8

Figure 8.9

Figure 8.10

Figure 8.11

Figure 8.12

Figure 8.13

Figure 8.14

Figure 8.15

Figure 8.16

Figure 9.1

Figure 9.2

Figure 9.3

Figure 10.1

Figure 10.2

Figure 11.1

Figure 11.2

Figure 11.3

Figure 11.4

Guide

Cover

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Chapter 1

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REFRAMEThe Marketplace

The Total Market Approach to Reaching the New MajorityA Guide for Brands and Businesses

Jeffrey L. Bowman

with Jeremy Katz

Cover design: Wiley

Copyright © 2015 by Bowman Holdings LLC. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN: 978–1–119–10025–6 (cloth); ISBN 978–1–119–10026–3 (ePDF);

ISBN 978–1–119–10027–0 (ePub)

Dedication

To my wife, Shewonia, and two daughters, Alston-Simone and Alex-Simone—you made this book possible. You gave up Daddy time and sacrificed moments that should have been yours. And you've done so over the long journey that has brought this work to publication. You've given me more than I could ever have imagined. I hope this book makes you proud of your husband and father.

To my mother, Paulette—you sacrificed your aspirations so that I could grasp at dreams we didn't dare imagine. You made me who I am today, and I thank you for everything.

To my father, Tyrone—thank you for our Saturday morning talks. Your words of encouragement over the years have been the fuel I've used to push for excellence. We caught up enough later in life but not too late for you to become my friend and confidant.

To my grandmothers, Ruth and Hattie Mae; my grandfather, August; and my aunts, Margaret, Renee, and Darlene; my uncles, Paul and Wayne; and my cousins (Bowmans and Striplings).

To Amherst Drive, A Child's Castle, Park Hills Elementary, Spartanburg High School, South Carolina State University, Clark Atlanta University, and everyone who taught me at PepsiCo, MillerCoors, Whirlpool, Dell, Sears, and Ogilvy & Mather (‘My Tribe’).

And finally, to all of my teachers from the village who gave me the tools to thrive in what we now call the New Marketplace.