ENGLISH

Why Marketing to Women Doesn’t Work: Using Market Segmentation to Understand Consumer Needs

By Jenny Darroch (auth.)

Book information

Publisher
Palgrave Macmillan UK
Year
2014
ISBN
978-1-349-47103-4, 978-1-137-35817-2, 37-2014-658-8
DOI
10.1057/9781137358172
Language
english
Format
PDF
Filesize
2 MB (2505645 bytes)
Edition
1
Pages
XXII, 231\250
Time added
2017-04-19 23:44:03
general;Corporate Communication/Public RelationsMarketing;Business Strategy/Leadership;Market Rese

Description

This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

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