How to Market to People Not Like You

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.

Author: Kelly McDonald
Publisher: Wiley
Published: 03/22/2011
Pages: 240
Binding Type: Hardcover
Weight: 0.92lbs
Size: 9.10h x 6.35w x 0.91d
ISBN: 9780470879009

About the Author
KELLY MCDONALD is the president of McDonald Marketing, which Advertising Age named one of the top ad agencies in the United States across all disciplinesin 2009. She worked in top positions for global ad agencies before starting her own marketing company in 2002. Her agency's clients include Toyota, Sherwin-Williams, Miller Coors, Harley-Davidson, and State Farm Insurance.