Cantitate/Preț
Produs
Total produse
Vezi coșul
Inclusive Marketing – Why Representation Matters to Your Customers and Your Brand de Jerry Daykin

Inclusive Marketing – Why Representation Matters to Your Customers and Your Brand

Autor Jerry Daykin
en Limba Engleză Paperback – 2 oct 2022
Incorporate representation and inclusivity into every stage of the marketing process, to create meaningful marketing initiatives that truly connect with customers and reflect your brand's values.
Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 23463 lei  6-8 săpt.
  Kogan Page – 2 oct 2022 23463 lei  6-8 săpt.
Hardback (1) 62129 lei  6-8 săpt.
  Kogan Page – 2 oct 2022 62129 lei  6-8 săpt.

Preț: 23463 lei

Nou

Puncte Express: 352
Preț estimativ în valută:
4490€ • 4709$ • 3744£

Carte tipărită la comandă

Livrare economică 08-22 ianuarie 25

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9781398607316
ISBN-10: 1398607312
Pagini: 264
Dimensiuni: 156 x 232 x 19 mm
Greutate: 0.52 kg
Editura: Kogan Page

Notă biografică

Jerry Daykin is a global marketing leader who has held senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo and Mondelez. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA, as well as on boards at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week and The Guardian.

Cuprins

Chapter - 01: What we mean by representation; Chapter - 02: Why representation matters to marketing, business and society; Section - ONE: Representation and inclusion in briefing; Chapter - 03: Business and brand strategy; Chapter - 04: Using strategic insights and data; Chapter - 05: Marketing, creative and comms briefs; Section - TWO: Representation and inclusion in planning; Chapter - 06: Working externally and internally - partner and team selection; Chapter - 07: Creative development and product design; Chapter - 08: Consumer testing; Section - THREE: Representation and inclusion in production; Chapter - 09: Production, post-production and localisation; Section - FOUR: Representation and inclusion when going live; Chapter - 10: Paid media; Chapter - 11: Launch and 360 activation; Chapter - 12: KPIs, evaluation and analysis; Section - FIVE: In-practice; Chapter - 13: Conclusion - key takeaways and next steps

Descriere

Grow your brand and earn loyal customers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace.

The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help create wider inclusion and positively challenge stereotypes in society but also open up real competitive advantage and connect you with new customers.

Inclusive Marketing combines clear practical guidance with checklists, key questions and original interviews with senior marketing leaders from brands including Guinness, YouTube, Olay, Jim Beam, Microsoft and Cadbury. It also describes how to support diversity in the teams and partners we work with and setting KPIs which encourage and capture the value of inclusion. Written by an industry leader who created the WFA's (World Federation of Advertisers) framework for representation and inclusion, this is an essential resource for those looking to unlock the power of inclusion in marketing.