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

Kelly McDonald

Wiley

2011

240 páginas

8h 0m

ISBN-10: 0470879009

Reach new and diverse customer groups and expand your market share
The standard approach to marketing is to look for as many peopleas possible who fit one core customer profile. How to Market toPeople Not Like You challenges this traditional thinking aboutcore customer bases, giving you a new approach to expand yourcustomer base and your business.

Arguing for focusing on customer values rather thandemographics, How to Market to People Not Like You revealshow you can grow business and profits by targeting those who aredifferent from your core audience, rather than those who sharesimilarities.

Reach unfamiliar new market segments with your products
Learn how to engage micro-segmented customer groups
Author's company was named one of the top ad agencies in the USby Ad Age
Find out How to Market to People Not Like You, understandthe needs and values that distinguish diverse customers, and reachtheir hearts, minds, and wallets.