How to Market to People Not Like You

by Kelly McDonald

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0470879009
• ISBN13: 9780470879009
• Release Date: March 2011
• Publisher: Wiley
• Length: 240 Pages
• Weight: 0.20 lbs.
• Dimensions: 0.9" x 6.3" x 9.1"