Why marketing to women doesn't work : using market segmentation to understand consumer needs / Jenny Darroch.
"Women are now seen as the largest, most lucrative and most active market of all. Increasingly, organizations are fine-tuning their marketing strategies to better reach women, yet they continue to target them incorrectly, which risks alienating both their female and male customers. This book ad...
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| Online Access: |
Full Text (via Springer) |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Basingstoke, Hampshire :
Palgrave Macmillan,
2014.
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| Subjects: |
MARC
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| 100 | 1 | |a Darroch, Jenny, |e author. |0 http://id.loc.gov/authorities/names/no2009174279 |1 http://isni.org/isni/0000000384394870. | |
| 245 | 1 | 0 | |a Why marketing to women doesn't work : |b using market segmentation to understand consumer needs / |c Jenny Darroch. |
| 264 | 1 | |a Basingstoke, Hampshire : |b Palgrave Macmillan, |c 2014. | |
| 264 | 4 | |c ©2014. | |
| 300 | |a 1 online resource. | ||
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| 505 | 0 | |a Introduction -- PART I: DIFFERENCES BETWEEN MEN AND WOMEN -- 1. Demographic Differences Between Men and Women -- 2. Psychographic and Behavioral Differences Between Men and Women -- PART II: MARKET SEGMENTATION THEORY AND PRACTICE -- 3. An Introduction To Market Segmentation Theory and Practice -- 4. Understanding Our Products -- 5. Understanding Our Customers -- 6. The Bridge -- 7. Ansoff's Growth Matrix -- In Detail -- 8. The Problems-SolutionsTM Framework -- PART III: MARKETING TO WOMEN -- 9. How to More Effectively Market to Women -- 10. Masculine and Feminine -- 11. Conclusions. | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "Women are now seen as the largest, most lucrative and most active market of all. Increasingly, organizations are fine-tuning their marketing strategies to better reach women, yet they continue to target them incorrectly, which risks alienating both their female and male 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers."-- |c Provided by publisher. | ||
| 588 | 0 | |a Print version record. | |
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| 650 | 0 | |a Marketing |x Psychological aspects. |0 http://id.loc.gov/authorities/subjects/sh2010100731. | |
| 650 | 0 | |a Marketing |x Sex differences. | |
| 650 | 7 | |a Market segmentation. |2 fast |0 (OCoLC)fst01010139. | |
| 650 | 7 | |a Marketing |x Psychological aspects. |2 fast |0 (OCoLC)fst01010241. | |
| 650 | 7 | |a Women consumers. |2 fast |0 (OCoLC)fst01177530. | |
| 776 | 0 | 8 | |i Print version: |a Darroch, Jenny. |t Why marketing to women doesn't work. |d Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2014 |z 9781137358165 |w (DLC) 2014019993 |w (OCoLC)872408800. |
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