Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand

Marketing must embrace diversity and nuances of society to create more impactful and effective marketing that reflects and appeals to a diverse customer profile and marketplace. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, creating competitive advantage and connecting with new customers.

Format: Paperback / softback
Length: 264 pages
Publication date: 03 October 2022
Publisher: Kogan Page Ltd

Marketing is a crucial aspect of any business, and it is essential to understand, respond to, and connect with consumers. In today's diverse and complex society, it is more important than ever for marketing to embrace the diversity and nuances of society. Inclusive Marketing provides a practical blueprint for embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. By doing so, businesses can drive wider inclusion, challenge stereotypes, and create competitive advantage.

Inclusive Marketing combines clear actionable guidance with checklists, key questions, and practical and personal insights from senior marketing leaders, including Professor Mark Ritson and Sarah Jenkins, the MD of Saatchi & Saatchi. With a foreword by Nicola Mendelsohn (VP at Meta), it also contains examples and perspectives from iconic brands such as Guinness, YouTube, Cadbury, Microsoft, and Jim Beam. This book is an essential resource for those working on both agency and client sides in companies of all sizes looking to unlock the power of inclusion in marketing.

In conclusion, Inclusive Marketing is a critical tool for businesses looking to succeed in today's diverse and complex society. By embracing the diversity and nuances of society, businesses can drive wider inclusion, challenge stereotypes, and create competitive advantage. This book provides a practical blueprint for embedding true representation across the entire marketing process and contains insights and perspectives from senior marketing leaders and iconic brands. It is an essential resource for those working on both agency and client sides in companies of all sizes.

Weight: 406g
Dimension: 156 x 232 x 17 (mm)
ISBN-13: 9781398607316