| Branded Male: Marketing to Men Contributor(s): Tungate, Mark (Author) |
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ISBN: 0749450118 ISBN-13: 9780749450113 Publisher: Kogan Page OUR PRICE: $37.99 Product Type: Hardcover - Other Formats Published: February 2008 Annotation: Branded Male discusses the evolution of the male consumer and the efforts of marketers to tap into the underdeveloped male market. Using a typical modern male's weekday as a template, the book considers all the opportunities for marketing to him and the best ways to exploit these opportunities. Through this template, Branded Male examines male-centered branding in areas as diverse as cars, restaurants, technology, fashion & grooming, bars, gyms and books. Tungate also traces the evolution of the male consumer over the course of the past years, providing insight into how marketing experts have successfully targeted men. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Social Science | Men's Studies |
| Dewey: 658.800 |
| LCCN: 2007047299 |
| Physical Information: 0.86" H x 6.32" W x 9.42" (1.35 lbs) 242 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, Branded Male analyses how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, the book considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men. In his trademark style, Mark Tungate - the author of Fashion Brands: Branding Style from Armani to Zara - paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again. |
Contributor Bio(s): Tungate, Mark: - Mark Tungate is a British journalist based in Paris. He is the author of several books about branding and marketing, including Fashion Brands: Branding Style from Armani to Zara and Adland: A Global History of Advertising. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times and The Daily Telegraph. He has a monthly column in the French marketing journal Strategies and is a regular contributor to the ad industry intelligence site AdForum. Alongside his writing, Mark is editorial director of the Epica Awards, an annual competition in which journalists who are specialists in their field celebrate excellence in design, advertising, PR and branded content. Mark has lectured on advertising and branding at universities and conferences around the world. |