How to market to people not like you: 'know it or blow It' rules for reaching diverse customers

INDICE: Dedication. Acknowledgements. Introduction. PART I: 7 STEPS FOR SELLING TO NEW AND UNFAMILIAR CUSTOMERS. Chapter 1: Step One: Get Out of Your Comfort Zone to Grow Sales. Chapter 2: Step Two: Get to Know the Customer You're NOT Getting, But Should Be. Chapter 3: Step Three: What Do They Need? Tweak Your Product or Service Offerings. Chapter 4: Step Four: Make Your Sales and Customer Service Friendly: Little Things Make a BIG Difference. Chapter 5: Step Five: Communicate in Their Language: Develop Marketing Messages Based on Their Values. Chapter 6: Step Six: Use Technology to Reach Your Prospects: Micro Targeting. Chapter 7: Step Seven: Deal with Naysayers: What If Your Employees or Your Core Audience Don't Like Seeing Their Product Marketed to Other Groups? Part II: KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESS GROWTH. Chapter8: Matures,Boomers, Gen X /Y/Youth/Kids: Different Ages Want Different Things. Chapter 9: Women: Singles, Heads of Households, Working Mom vs Stay-at-Home Mom, Home Schooling and more. Chapter 10: Immigrants: It's About Acculturation, Not Assimilation. Chapter 11: Hispanics/Latinos: North America's fastest-growing ethnicminority. Chapter 12: African-Americans: a large and loyal customer base Chapter 13: Asians and Asian-Americans: the highest household income of any racialor ethnic group. PART III: OTHER IMPORTANT MARKET SEGMENTS. Chapter 14: Political Views. Chapter 15: Sexuality. Chapter 16: Hobbies/Special Interests (Mensa, etc). Chapter 17: Rural vs. Metro. Chapter 18: Military vs. Civilian. Chapter 19: Vegetarians/Vegans vs. Meat-Eaters.

• ISBN: 978-0-470-87900-9
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 02/03/2011
• Nº Volúmenes: 1
• Idioma: Inglés