In recent years, growing attention from academics and marketers has been devoted to “inclusive marketing” or “diversity marketing” as a means to create value for the organisation, the market, and society in general by reflecting the diversities of consumer groups with a “socially inclusive approach”. Driven by changing consumer expectations and social movements, brands have been increasingly required to meet Diversity, Equity, and Inclusion (DEI) themes while maintaining business profitability. This chapter proposes a model for inclusive marketing. This model is intended to contribute to the emerging stream of inclusive marketing literature and help marketers conform to a socially inclusive approach, enhance the effectiveness of their marketing programs, and create both marketing value and social value.
Intoduction. Inclusive Marketing and Value Creation Strategies
B. MASIELLO;E. BONETTI
2026
Abstract
In recent years, growing attention from academics and marketers has been devoted to “inclusive marketing” or “diversity marketing” as a means to create value for the organisation, the market, and society in general by reflecting the diversities of consumer groups with a “socially inclusive approach”. Driven by changing consumer expectations and social movements, brands have been increasingly required to meet Diversity, Equity, and Inclusion (DEI) themes while maintaining business profitability. This chapter proposes a model for inclusive marketing. This model is intended to contribute to the emerging stream of inclusive marketing literature and help marketers conform to a socially inclusive approach, enhance the effectiveness of their marketing programs, and create both marketing value and social value.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
