{"product_id":"reframe-the-marketplace-the-total-market-approach-to-reaching-the-new-majority-9781119100256","title":"Reframe the Marketplace: The Total Market Approach to Reaching the New Majority","description":"\u003cp\u003e • Author(s): Jeffrey L. Bowman\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Inside Flap\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eIf you still picture marketing in terms of general market and multicultural, the best you can do in today's world is reach just over half of consumers and shrink your business. By 2020, you will lose consumers' attention to other brands attracting and delighting the Total Market. The time to \u003ci\u003eREFRAME the Marketplace\u003c\/i\u003e is now, or spend the next 50 years watching other companies capture more than $4 trillion of global consumer spending. \u003c\/p\u003e\u003cp\u003eJeffrey L. Bowman, advertising and marketing's most recognized expert on the Total Market Approach, shares his personal experiences as a thought leader and practitioner working to understand, convert, and retain the emerging consumer segments transforming the makeup of the world's population. In these pages, he mentors you in the knowledge and tools you need to be on the forefront of transforming your company into the answer for the consumer who wants an omnichannel connection to products and services and expects brands to reflect a shared experience--but isn't getting it. \u003c\/p\u003e\u003cp\u003eFollow in the footsteps of such worldwide brands as IKEA, Verizon, British Airways, and MetLife by embracing the covered action plans and winning the organizational support of employees and management to refresh your brand in a way more appealing to future generations of consumers. To fully prepare you to bring Total Market thinking to your office, department, and division, this smartly effective guide fills your toolbox with: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eA self-assessment to evaluate how your enterprise approaches and plans for the New Majority\u003c\/li\u003e \u003cli\u003eA five-level framework to Total Market Enterprise Mastery, which quantifies the strategies and systems companies need to adopt at each development stage\u003c\/li\u003e \u003cli\u003eA convenient tool to measure your company's readiness for the New Majority and track your improved position in the marketplace\u003c\/li\u003e \u003cli\u003eA first-of-its-kind index for ranking brands based on meaningful connections with consumers across all racial and ethnic segments, determining what ethnic segments drive the ranking, and pinpointing growth opportunities and revenue potential for particular groups\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe brand champions you need start trends, speak up, and push for progress in all aspects of life, and \u003ci\u003eREFRAME the Marketplace\u003c\/i\u003e readies you to get their attention--regardless of where they are aligned in the Total Market approach.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":45116464267415,"sku":"9781119100256","price":1834.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781119100256.webp?v=1769206389","url":"https:\/\/atlanticbooks.com\/products\/reframe-the-marketplace-the-total-market-approach-to-reaching-the-new-majority-9781119100256","provider":"Atlantic Books","version":"1.0","type":"link"}