Why Marketing to Women Doesn't Work
Using Market Segmentation to Understand Consumer Needs| By: | J. Darroch |
| Publisher: | Springer Nature |
| Print ISBN: | 9781137358165 |
| eText ISBN: | 9781137358172 |
| Edition: | 1 |
| Copyright: | 2014 |
| Format: | Reflowable |
Lifetime - $43.74
eBook Features
Instant Access
Purchase and read your book immediately
Read Offline
Access your eTextbook anytime and anywhere
Study Tools
Built-in study tools like highlights and more
Read Aloud
Listen and follow along as Bookshelf reads to you
Details
Table of Contents
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.