000			01730cam a2200253 a 4500
001			16466316
003			BD-DhUL
005			20161222164916.0
008			100920s2011 njua 001 0 eng
010			_a 2010039794
020			_a9780470879009 (hardback)
040			_aDLC _cDLC _dDLC _dBD-DhUL
042			_apcc
082	0	0	_a658.8 _bMCH
100	1		_aMcDonald, Kelly. _d1961-
245	1	0	_aHow to market to people not like you : _b"know it or blow it" rules for reaching diverse customers / _cKelly McDonald.
260			_aHoboken, N.J. : _bWiley, _cc2011.
300			_axxii, 218 p. : _bill. ; _c23 cm.
500			_aIncludes index.
520			_a"Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities. 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 US by Ad Age Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets."-- _cProvided by publisher.
650		0	_aMarketing.
650		0	_aConsumer satisfaction.
942			_2ddc _cBK
999			_c140986 _d140986