01675cam a2200229 a 450000100090000000300080000900500170001700800410003401000170007502000290009204000270012104200080014808200150015610000280017124501210019926000360032030000350035650000200039152009920041165000150140365000270141816466316BD-DhUL20161222164916.0100920s2011    njua          001 0 eng    a  2010039794  a9780470879009 (hardback)  aDLCcDLCdDLCdBD-DhUL  apcc00a658.8bMCH1 aMcDonald, Kelly.d1961-10aHow to market to people not like you :b"know it or blow it" rules for reaching diverse customers /cKelly McDonald.  aHoboken, N.J. :bWiley,cc2011.  axxii, 218 p. :bill. ;c23 cm.  aIncludes index.  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. 0aMarketing. 0aConsumer satisfaction.