Why marketing to women doesn't work : using market segmentation to understand consumer needs /

Why marketing to women doesn't work : using market segmentation to understand consumer needs / Jenny Darroch.

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"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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Bibliographic Details
Online Access: Full Text (via Springer)
Main Author: Darroch, Jenny (Author)
Format: eBook
Language:English
Published: Basingstoke, Hampshire : Palgrave Macmillan, 2014.
Subjects:
Women consumers.
Market segmentation.
Marketing > Psychological aspects.
Marketing > Sex differences.
Table of Contents:
  • 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.

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