Why Marketing to Women Doesn't Work
Using Market Segmentation to Understand Consumer Needs
Business & Finance, Management & Leadership, Management, Marketing & Sales
| Author: | J. Darroch | ISBN: | 9781137358172 |
| Publisher: | Palgrave Macmillan UK | Publication: | July 5, 2014 |
| Imprint: | Palgrave Macmillan | Language: | English |
| Author: | J. Darroch |
| ISBN: | 9781137358172 |
| Publisher: | Palgrave Macmillan UK |
| Publication: | July 5, 2014 |
| Imprint: | Palgrave Macmillan |
| Language: | English |
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.
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.
