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LEADERSHIP, MARKETING, AND THE NEW MAJORITY
Author(s) -
Bowman Jeffrey L.
Publication year - 2016
Publication title -
leader to leader
Language(s) - English
Resource type - Journals
eISSN - 1531-5355
pISSN - 1087-8149
DOI - 10.1002/ltl.20261
Subject(s) - terminology , maturity (psychological) , power (physics) , marketing , workforce , population , public relations , business , political science , sociology , economics , economic growth , law , demography , philosophy , linguistics , physics , quantum mechanics
Once thought of as minority segments of the population—“women, Hispanics, African American, Asian American, and LBGT”—have now shifted to the New Majority, in Bowman's terminology. Yet he contends most marketers and organizations are not aware of or prepared for this fundamental change. He describes the five maturity levels of what he calls “Total Market Enterprise.” The four elements within each level are, in his words: market sizing, organizational design and partnerships, experience and engagements, and measurement. “The goal of every leader,” Bowman writes, “should be to be open and inviting to every segment of the workforce and marketplace—not just those who may have held economic power in the past.”