Blind Spots : How to Uncover and Attract the Fastest Emerging Economy.
Brideson, R. J.
Blind Spots : How to Uncover and Attract the Fastest Emerging Economy. - 1st ed. - 1 online resource (297 pages)
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.
9780730345398
Women in economic development.
Electronic books.
HQ1240 .B753 2018
305.4
Blind Spots : How to Uncover and Attract the Fastest Emerging Economy. - 1st ed. - 1 online resource (297 pages)
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.
9780730345398
Women in economic development.
Electronic books.
HQ1240 .B753 2018
305.4