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How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers by Kelly McDonald

How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

by Kelly McDonald
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Book cover type: Hardcover
  • ISBN13: 9780470879009
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 218
  • Original Price: GBP 18.99
  • Language: English
  • Edition: N/A
  • Item Weight: 418 grams
  • BISAC Subject(s): Marketing / General

From the Back Cover
"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that drive sales."
--Mark Barnes, COO, Volkswagen of America

"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
--Marc Patrick, North America Brand Director, Athletic Training/Field Sports, Nike

"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market--a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
--Roberto Martinez, Senior VP, Marketing and Strategy, Cash America International

"Kelly's understanding of customers today--and customers tomorrow--is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
--Harry Hall, North America Sales Manager, DuPont Performance Coatings

"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
--Jay Kassing, President, Marquis

KELLY MCDONALD is the president of McDonald Marketing, which Advertising Age named one of the top ad agencies in the United States across all disciplinesin 2009. She worked in top positions for global ad agencies before starting her own marketing company in 2002. Her agency's clients include Toyota, Sherwin-Williams, Miller Coors, Harley-Davidson, and State Farm Insurance.

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