| Marketing to the New Majority
Today, diversity is the default, not the exception. “Minorities” are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the “general market” as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown’s vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Price: $12.99 USD
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| Changing the Channel
An all-encompassing guide to making the most from multi-channel marketing Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail. Discusses how to create successful marketing campaigns by using a mix of different marketing channels Offers some smart ways to track customer buying habits with a database that covers all marketing channels Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.
Price: $14.95 USD
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| Marketing Your Small Business For Dummies
Created especially for the Australian customer! Attract customers and ensure the ongoing success of your small business with this no-nonsense guide Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank. Know your target market — identify your ideal customers, and what, how and why they buy Develop business and marketing plans — learn how to create them and why they're so important Build effective databases — develop a database that creates business for you, without the headaches Solidify your branding — create a unique brand and keep it fresh and exciting Understand the power of advertising — assess if it's right for your business and how to pick the right strategies Master publicity — get your business in the media with the right message Implement relationship marketing — develop and maintain networks to create new opportunities Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business
Price: $26.95 USD
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| Outlines & Highlights for Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
No Synopsis Available
Price: $27.25 USD
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| Consumer Insight
Consumer insight provides market researchers with knowledge of database marketing and Customer relationship marketing techniques.
Price: $32.50 USD
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| The Business of Brands
This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
Price: $37.50 USD
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| Microsoft Access Small Business Solutions : State-of-the-Art Database Models for Sales, Marketing, Customer Management, and More Key Business Activities
No Synopsis Available
Price: $38.25 USD
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| Microsoft Access Small Business Solutions : State-of-the-Art Database Models for Sales, Marketing, Customer Management, and More Key Business Activities
No Synopsis Available
Price: $42.50 USD
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| Coasters, Etc.: An Integrated Office Simulation (with Workbook)
Coasters, Etc. is a beginning-level integrated application simulation. This simulation integrates administrative, written communication, and technological skills required to take the user into the 21st century. Working in the marketing department at the amusement park, Coasters, Etc. students work with Internet, E-mail, electronic scheduling, presentation graphics, and other computerized activities utilizing word processing, spreadsheet, database, and desktop publishing software.
Price: $44.99 USD
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| The Next Step in Database Marketing: Consumer Guided Marketing?: Privacy for Your Customers, Record Profits for You
No Synopsis Available
Price: $63.33 USD
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