{"product_id":"inclusive-marketing-why-representation-matters-to-your-customers-and-your-brand-9781398607316","title":"Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand","description":"\u003cp\u003e\u003cb\u003eGrow your brand and reach new consumers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. \u003cb\u003e\u003ci\u003eInclusive Marketing\u003c\/i\u003e\u003c\/b\u003e provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help drive wider inclusion and positively challenge stereotypes in society but also create competitive advantage and connect you with new customers. \u003cp\u003e\u003c\/p\u003e \u003cb\u003e\u003ci\u003eInclusive Marketing\u003c\/i\u003e\u003c\/b\u003e 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 \u0026amp; Saatchi. With a foreword by Nicola Mendelsohn (VP at Meta), it also contains examples and perspectives from iconic brands including Guinness, YouTube, Cadbury, Microsoft and Jim Beam. This 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.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eJerry Daykin\u003c\/b\u003e is a global marketing leader who has held senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo and Mondelez. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA, as well as on boards at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for \u003cb\u003e\u003ci\u003eThe Drum, AdWeek, Campaign, Marketing Week\u003c\/i\u003e\u003c\/b\u003e\u003ci\u003e \u003c\/i\u003eand\u003ci\u003e \u003cb\u003eThe Guardian\u003c\/b\u003e.\u003c\/i\u003e\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50387539722514,"sku":"9781398607316","price":34.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_f36d7c83-5560-4afb-9624-975aa3d496c1.jpg?v=1728881117","url":"https:\/\/surprise-castle.myshopify.com\/products\/inclusive-marketing-why-representation-matters-to-your-customers-and-your-brand-9781398607316","provider":"Surprise Castle","version":"1.0","type":"link"}