Blind spots : how to uncover & attract the fastest emerging economy

Blind spots how to uncover & attract the fastest emerging economy

Are you ready for the next global economic disruption? Blind Spots outlines the way forward for companies who want to get early-mover advantage on this new $28 trillion economy. This powerful market has remained untapped, ignored and underserved despite the fact it is more economically powerful than...

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Detalles Bibliográficos
Otros Autores: Brideson, R. J., author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: McDougall St : Wiley 2018.
Edición:1st edition
Colección:Business professional collection
Materias:
Women in economic development.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628797006719
Tabla de Contenidos:
  • Intro
  • Blind Spots
  • Contents
  • Foreword
  • About the Author
  • Acknowledgements
  • To my community
  • To my village
  • Preface
  • Introduction
  • Chapter 1 From history to herstory
  • The birth of business marketing
  • Things have changed - or have they?
  • Women want more
  • The wo-man algorithm
  • Become conscious of the bias
  • From reject to results
  • Chapter 2 Are you blind?
  • Lack of intelligence
  • CASE STUDY: The 3% Conference
  • Business her-itage
  • Where are your blind spots?
  • Presenting the data …
  • More than bums around the boardroom
  • The result of getting it right
  • Chapter 3 Proof of difference
  • Y change?
  • Do you get it?
  • CASE STUDY: Women, We See You
  • From Unilever to multi-view
  • The apple doesn't fall far
  • Segmentation is king, but also queen
  • 1. Externally
  • 2. Operationally
  • 3. Internally
  • 4. Human Resources
  • Pick your battle
  • Chapter 4 Meet modern woman
  • The Mother Load
  • How modern are you and your brand? Ask yourself:
  • What women want
  • A fresh take on food
  • Role revitalised
  • CASE STUDY: #Sharetheload
  • Chapter 5 Are we dating or in a relationship?
  • Long-lasting consumer love
  • Will you marry me?
  • From ignoring you to marrying you
  • But what about him?
  • A double race
  • Chapter 6 Busting the biggest business myths
  • CASE STUDY: Get your geek on
  • Where are we going wrong?
  • Myth 1 I have an all-female team - I get it.
  • Myth 2 We're equal Opportunity - tick!
  • Myth 3 We've got a person to tackle this.
  • Myth 4 My budget isn't big enough.
  • Myth 5 We've done femvertising. Job done.
  • CASE STUDY: Black girl magic
  • From coma …
  • … To conscious
  • A period of transformation
  • CASE STUDY: AFL Women's Launch
  • Overview
  • The opportunity
  • Collaboration, not Instruction
  • Early signs
  • What can other brands do to attract women?
  • Chapter 7 how me the money.
  • 4 STEP PROCESS
  • 1. WHAT'S THE SIZE OF THE PRIZE?
  • 2. WHAT'S IN THE WAY ?
  • 3. WHAT'S IN YOUR HEART ?
  • 4. WHAT LENS ARE YOU USING?
  • What to change, and when
  • Keep moving
  • Chapter 8 Future proof and female ready
  • Stage 1: Conduct market research
  • Hunch versus hypothesis
  • Stage 2: Reimagine your business culture - internal and external
  • 1. Reimagine internal culture
  • 2. Reimagine external culture
  • Stage 3: Develop the blueprint
  • Transition and transform
  • Conclusion
  • References
  • Image credits
  • Index
  • EULA.

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