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Why Marketing to Women Doesn't Work

Why Marketing to Women Doesn't Work

Using Market Segmentation to Understand Consumer Needs

by J. Darroch
Paperback
Publication Date: 01/01/2014
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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.
ISBN:
9781349471034
9781349471034
Category:
Sales & marketing
Format:
Paperback
Publication Date:
01-01-2014
Publisher:
Palgrave Macmillan
Country of origin:
United Kingdom
Pages:
231
Dimensions (mm):
216x140mm
Weight:
0.45kg

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