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Reframe the marketplace : the total market approach to reaching the new majority /
Table of Contents: “…-- 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.…”
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Ethnic marketing : theory, practice and entrepreneurship /
Table of Contents: “…Issues in ethnic marketing theory, practice and entrepreneurship -- Ethnicity, ethnic groups and ethnic identity -- Acculturation, the minority ethnic group and ethnic consumer behaviour -- Rationale for ethnic marketing focus on aggregates of minority ethnic groups -- Perspectives on ethnic loyalty -- Articulating ethnic marketing with ethnic entrepreneurship -- Understanding ethnic entrepreneurship -- Ethnic minority business growth, demise and failure -- Ethnic networks and the adoption of relational strategies -- Ethnic entrepreneurship and the marketing mix -- Product, price, place, physical evidence and process -- Promotion and personalisation -- People, ethics and social responsibility -- Environmental forces, ethnic marketing and ethnic entrepreneurship.…”
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How to market to people not like you : "know it or blow it" rules for reaching diverse customers /
Table of Contents: “…Hispanics/Latinos: North Americas Fastest-Growing Ethnic Minority -- 12. African-Americans: A Large and Lucrative Customer Base -- 13. …”
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