| Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs Contributor(s): Darroch, J. (Author) |
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ISBN: 1137358165 ISBN-13: 9781137358165 Publisher: Palgrave MacMillan OUR PRICE: $42.74 Product Type: Hardcover - Other Formats Published: July 2014 |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Marketing - Multilevel - Business & Economics | Marketing - Research |
| Dewey: 658.802 |
| LCCN: 2014019993 |
| Physical Information: 0.9" H x 5.6" W x 8.5" (0.95 lbs) 231 pages |
| Themes: - Sex & Gender - Feminine |
| Descriptions, Reviews, Etc. |
| Publisher 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. |