Jerry Daykin

Inclusive Marketing

Why Representation Matters to Your Customers and Your Brand

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page Ltd
• Seitenzahl: 264
• Erscheinungstermin: 3. Oktober 2022
• Englisch
• Abmessung: 239mm x 160mm x 24mm
• Gewicht: 658g
• ISBN-13: 9781398607354
• ISBN-10: 1398607355
• Artikelnr.: 63237507

Autorenporträt

Jerry Daykin

Inhaltsangabe

Chapter
00: Intoduction
Representation Matters; Chapter
01: What we mean by inclusive marketing & representation; Chapter
02: Why representation matters to me & other marketers; Chapter
03: Why representation matters to business and society; Chapter
04: A framework to deliver inclusive marketing; Section
ONE: Stage One
Inclusive briefing & strategy; Chapter
05: Business & brand strategy; Chapter
06: Using strategic insights and data; Chapter
07: Marketing & creative briefs; Section
TWO: Stage Two
Inclusive Planning; Chapter
08: Partner & team selection; Chapter
09: Creative development & product design; Chapter
10: Consumer testing; Section
THREE: Stage Three
Inclusive Production; Chapter
11: Production; Chapter
12: Post
production; Chapter
13: Localisation; Section
FOUR: Stage Four
Inclusive Launches; Chapter
14: Media & 360 Activation; Chapter
15: Launch & consumer response; Chapter
16: Measuring Success; Section
FIVE: Conclusion
How to Drive Change; Chapter
17: Case Study
Driving Change at GSK/Haleon; Chapter
18: Partnering to Help Drive Change; Chapter
19: The future of inclusion; Chapter
20: Checklist Appendix