The New Total Market
The Breakthrough Addressable, Inclusive Market (AIM) approach aligns consumer marketing with the growth opportunities of the new multicultural market reality – the new total market. The focus is on outcomes, motivators, and attitudes driving preference and purchase behavior.
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About the Author
Pamela Roach is CEO of Breakthrough Marketing Technology. She is dedicated to our mission of enabling businesses to make decisions based on fact. She has designed, collected, analyzed, and delivered the intelligence necessary to produce insights into the motivations, attitudes, and outcomes that characterize multicultural targets. In addition to her work at Breakthrough, she also teaches graduate students Integrated Marketing and Media Campaigns at NYU School for Professional Studies.