Dimensions
160 x 235 x 19mm
Sometime around 2040, ethnic minorities will become the majority of the US population. Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. Author Jeffrey L. Bowman is considered the pioneering thought leader and practitioner of the Total Market approach. He is a senior partner and managing director at Ogilvy & Mather, one of the world's largest advertising and communications agencies. Within four years, Bowman's practice was able to deliver more than $5 million in incremental fees and win industry awards for strategy, creativity, and brand effectiveness.
In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment. New majorities have already emerged in the top ten US cities. You'll learn how this market came about, why they've been ignored for the last fifty years, and, most importantly, how you can engage them so that they become your customers for life.
You'll learn how to:
- Right size your organization and business planning practices
- Tap into a historically underserved market
- Effectively reach the other half of the population
- Engage the market segment now worth more than $4 Trillion globally
The New Majority: They make money. They make decisions. They make an impact. They are smart, aware, and willing to evangelize when a brand targets their wants and needs. They are the future of your business.REFRAME: The Marketplace shows you how to capture them.
