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作者 Darroch, Jenny, author
書名 Why marketing to women doesn't work : using market segmentation to understand consumer needs / Jenny Darroch
出版項 Basingstoke, Hampshire : Palgrave Macmillan, 2014
國際標準書號 1137358173 (electronic bk.)
9781137358172 (electronic bk.)
book jacket
說明 1 online resource
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
附註 1. Introduction -- PART I: DIFFERENCES BETWEEN MEN AND WOMEN -- 2. Demographic Differences Between Men and Women -- 3. Psychographic and Behavioral Differences Between Men and Women -- PART II: MARKET SEGMENTATION THEORY AND PRACTICE -- 4. An Introduction To Market Segmentation Theory and Practice -- 5. Understanding Our Products -- 6. Understanding Our Customers -- 7. The Bridge -- 8. Ansoff's Growth Matrix ₆ In Detail -- 9. The Problems-SolutionsTM Framework -- PART III: MARKETING TO WOMEN -- 10. How to More Effectively Market to Women -- 11. Masculine and Feminine -- 12. Conclusions --
"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. "-- Provided by publisher
Description based on print version record
鏈接 Print version: Darroch, Jenny. Why marketing to women doesn't work 9781137358165 (DLC) 2014019993 (OCoLC)872408800
主題 Market segmentation
Marketing -- Psychological aspects
Marketing -- Sex differerences
Women consumers
BUSINESS & ECONOMICS / Advertising & Promotion. bisacsh
BUSINESS & ECONOMICS / Marketing / General. bisacsh
BUSINESS & ECONOMICS / Marketing / Multilevel. bisacsh
BUSINESS & ECONOMICS / Marketing / Research. bisacsh
Electronic books. local
Alt Author Palgrave Connect (Online service)
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