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 Some myopic eyes only focus with clearness which is close. Marketing looks at the market and it approaches the standard client. The diverse client is, blurred, unintelligible and forgotten far, without unsatisfied equal opportunity and. In this article (published in the magazine Our Time in the number of June) we explained what is what they do not focus the myopic eyes of marketing when they look at a market that is as diverse as real.

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Infogr√°ficos with the 5 steps to begin to include and the 5 cross-sectional principles of the inclusividad

 

The organizations who design and offer to the market products, services and surroundings have a responsible alternative: to do it of inclusive way. That is to say, beyond which the legislation she forces to them, they have in his hands the option to create considering the functional needs of million of people between which are the people with functional diversity, the adults or those that temporarily have special needs of operation. In this article (published in Capital Navarre the past month of April) we propose a methodology so that the organizations assume this responsibility. 5 steps and 5 principles that are of very easy practical implementation. A strategy of 10.

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This guide will allow you to identify and to solve the difficulties that million people find in the purchase and use of products of feeding, perfume shop and drug store. Benefits of being accessible, normative, concrete proposals, good practices and a strategic approach. Everything from a study with 26 people with functional diversity.

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Someday the awaited regulation will see the light on universal accessibility in goods and services put at the disposal of the public who article 29 of the effective General Law of Incapacity promised. While it arrives, we can glimpse what implications could have for the companies that go to the consumers. We interview √ďscar Moral Ortega, legal adviser of the CERMI. It gives some key ones us exceeds it.

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How to make inclusion with the price? The price of a product or service often supposes an important barrier of accessibility, being created in this way unjust situations of indirect exclusion that they reduce the access of thousand of people to products and services. In this article you will know why it leaves expensive to be a person with incapacity, and will know how you can make more accessible and inclusive your supply increasing his affordability.

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Inclusive Marketing is the marketing that thinks about all, not only in the standard client. For any organization there are many potential clients at whom it is possible to be arrived putting in practice and assuming a series of ideas that treatment to condense in this decalogue. The objective is to disclose a form to the same make marketing that is profitable, responsible, sustainable and inclusive.

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