{"product_id":"how-to-market-to-people-not-like-you-9780470879009","title":"How to Market to People Not Like You","description":"Reach new and diverse customer groups and expand your market share \u003cp\u003eThe standard approach to marketing is to look for as many people as possible who fit one core customer profile. \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business.\u003c\/p\u003e \u003cp\u003eArguing for focusing on customer values rather than demographics, \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eReach unfamiliar new market segments with your products\u003c\/li\u003e \u003cli\u003eLearn how to engage micro-segmented customer groups\u003c\/li\u003e \u003cli\u003eAuthor's company was named one of the top ad agencies in the US by \u003ci\u003eAd Age\u003c\/i\u003e\n\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFind out \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Kelly McDonald\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Wiley\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/22\/2011\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 240\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.92lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.10h x 6.35w x 0.91d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780470879009\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eKELLY MCDONALD\u003c\/b\u003e 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.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":43637779791987,"sku":"9.78047E+12","price":26.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/files\/img_dfc2dddb-9a8c-4d67-b940-a3a791bb2f42.jpg?v=1755602653","url":"https:\/\/bookstorenmore.com\/products\/how-to-market-to-people-not-like-you-9780470879009","provider":"Bookstore N More","version":"1.0","type":"link"}