Extent: | XII, 180 S. Ill., graph. Darst. |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes index Machine generated contents note: Chapter 1 Separate but Equal Chapter 2 The Source of Growth: The Underserved Consumer Chapter 3 What's Wrong with General Market and Multicultural Marketing? Chapter 4 Tales from the Front: Companies Trying to Get It Right Chapter 5 Experimenting with the Total Market Approach Chapter 6 Step One: New Majority Readiness: The Organization Assessment Chapter 7 Step Two: Structuring Your Organization Chapter 8 Step Three: Rethinking Your Customers Chapter 9 Step Four: Designing the Right Customer Experience Chapter 10 Step Five: Using Big Data to Measure Total Market Enterpriseā¢ Results Chapter 11 What Happens in 2040 When Minorities Are the Majority? Chapter 12 Implementing the Total Market Approach Around the World Index . |
ISBN: | 978-1-119-10025-6 ; 978-1-119-10026-3 ; 978-1-119-10027-0 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011383451