| Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs 2014 Edition Contributor(s): Darroch, J. (Author) |
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ISBN: 134947102X ISBN-13: 9781349471027 Publisher: Palgrave MacMillan OUR PRICE: $42.74 Product Type: Paperback - Other Formats Published: January 2016 |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Marketing - Multilevel - Business & Economics | Marketing - Research |
| Dewey: 658.802 |
| Physical Information: 0.58" H x 5.5" W x 8.5" (0.72 lbs) 231 pages |
| 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. |