Why marketing to women doesn't work : using market segmentation to understand consumer needs / Jenny Darroch, Professor of Marketing, Peter F. Drucker and Masatoshi Ito Graduate School of Management, USA.
"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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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Basingstoke, Hampshire ; New York, NY :
Palgrave Macmillan,
2014.
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| Subjects: |
Business Library - Stacks
| Call Number: |
HF5415.332.W66 D37 2014
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|---|---|
| HF5415.332.W66 D37 2014 | Available Place a Hold |