Inclusive Marketing

Chapter - 00: Intoduction - Representation Matters;
Chapter - 01: What we mean by inclusive marketing & representation;
Chapter - 02: Why representation matters to me & other marketers;
Chapter - 03: Why representation matters to business and society;
Chapter - 04: A framework to deliver inclusive marketing;


Section - ONE: Stage One - Inclusive briefing & strategy;


Chapter - 05: Business & brand strategy;
Chapter - 06: Using strategic insights and data;
Chapter - 07: Marketing & creative briefs;


Section - TWO: Stage Two - Inclusive Planning;


Chapter - 08: Partner & team selection;
Chapter - 09: Creative development & product design;
Chapter - 10: Consumer testing;


Section - THREE: Stage Three - Inclusive Production;


Chapter - 11: Production;
Chapter - 12: Post-production;
Chapter - 13: Localisation;


Section - FOUR: Stage Four - Inclusive Launches;


Chapter - 14: Media & 360 Activation;
Chapter - 15: Launch & consumer response;
Chapter - 16: Measuring Success;


Section - FIVE: Conclusion - How to Drive Change;


Chapter - 17: Case Study - Driving Change at GSK/Haleon;
Chapter - 18: Partnering to Help Drive Change;
Chapter - 19: The future of inclusion;
Chapter - 20: Checklist Appendix

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• Vendas e gestão do marketing
• Estratégia de negócios
• Vendas e marketing
• Inovação empresarial
• Ética dos negócios

D&I; Representation; Authenticity; Unconscious bias; Brand purpose; Inclusive advertising; Audience representation