The 85% Niche: The Power of Women of All Colors--Latina, Black, and Asian [February 2009] by Miriam Muley http://www.paramountbooks.com/prodpage.cfm?cat_selected=43&product_selec... or via Amazon http://www.amazon.com/85%25-Niche-Power-Women-Colors-Latina/dp/0980174554/re...
Women of color generate nearly $1 trillion in consumer spending and another $230 billion as entrepreneurs. Yet most companies market to women as a monolithic group, aiming primarily at White women.
With groundbreaking proprietary research, Miriam Muley explores how cultural and ethnic differences shape the way women respond to life experiences. She encourages companies to embrace the cultural and ethnic identity of women of all colors with the same tenacity, commitment to grow, and deployment of economic resources that are given to other consumer audiences.
The result is a concise and practical guide to what drives women of diverse backgrounds to consider brands for future purchase decisions. Muléy takes this discussion to a new level, delving deeply into the "who" of the women's market. She provides practical insights on what it means to be a Latina, a Black woman, or an Asian woman and effectively translates these insights into compelling marketing best practices that business leaders can quickly integrate into planning efforts.
Top takeaways from The 85% Niche:
-- Supported correctly with the right business strategies, women of color will re-invigorate your business for years to come with brand loyalty and positive word-of-mouth endorsement.
-- Women of color are a vital source of employment and entrepreneurial energy.
-- Marketing to women of color requires expert understanding of gender marketing, diversity marketing, and the bridge between the two disciplines.
-- Unleashing the power of women and diversity in your organization is the fastest track to sales growth, share dominance, and profit improvement.
The women-of-color opportunity will succeed only if it is measured and tracked and carries the executive sanction and consistent attention of top-level management.
(approx. 250 pages, hardcover, ISBN 978-09801745-5-7; February 2009)
Review A highly credible analysis of what it takes to grow market share among consumers in general and among diverse consumers in particular. ----Patricia J. Roberts, Former Director Women's Retail Initiative, General Motors Corporation
Finally, someone has stepped forward with the leadership, vision, and business knowledge to shed light on the diversity that exists among women. ----Dr. Marta Vega, Founder & CEO, The Caribbean Cultural Center
The 85% Niche integrates classical brand management principles with diversity and gender marketing expertise...Kudos to Miriam for using smarts, savvy, and creative thinking to push the envelope on the subject of marketing to women. ---Christopher J. Fraleigh, CEO, Sara Lee Beverage & Foods
Meet the author:
Learn more about Miriam: Welcome to the 85% Niche http://www.85percentniche.com/
See also LEADING VOICES Women's Diversity Marketing Model http://www.85percentniche.com/services_model.asp
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