MARC 主機 00000cam a2200457Ii 4500 
001    ocn881518649 
003    OCoLC 
005    20140910115828.0 
006    m     o  d         
007    cr cnu---unuuu 
008    140620s2014    enk     o     000 0 eng d 
020    1137358173 (electronic bk.) 
020    9781137358172 (electronic bk.) 
035    (OCoLC)881518649 
037    696153|bPalgrave Macmillan|nhttp://www.palgraveconnect.com
040    UKPGM|beng|erda|epn|cUKPGM|dOCLCO 
049    TEFA 
050  4 HF5415.332.W66|bD37 2014 
082 04 658.8/02|223 
100 1  Darroch, Jenny,|eauthor 
245 10 Why marketing to women doesn't work :|busing market 
       segmentation to understand consumer needs /|cJenny Darroch
264  1 Basingstoke, Hampshire :|bPalgrave Macmillan,|c2014 
300    1 online resource 
336    text|btxt|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
505 0  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 -- 
520    "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. "--|cProvided by 
       publisher 
588    Description based on print version record 
650  0 Market segmentation 
650  0 Marketing|xPsychological aspects 
650  0 Marketing|xSex differerences 
650  0 Women consumers 
650  7 BUSINESS & ECONOMICS / Advertising & Promotion.|2bisacsh 
650  7 BUSINESS & ECONOMICS / Marketing / General.|2bisacsh 
650  7 BUSINESS & ECONOMICS / Marketing / Multilevel.|2bisacsh 
650  7 BUSINESS & ECONOMICS / Marketing / Research.|2bisacsh 
655  7 Electronic books.|2local 
710 2  Palgrave Connect (Online service) 
776 08 |iPrint version:|aDarroch, Jenny.|tWhy marketing to women 
       doesn't work|z9781137358165|w(DLC)  2014019993
       |w(OCoLC)872408800 
856 40 |uhttp://www.palgraveconnect.com/doifinder/10.1057/
       9781137358172|zeBook(Palgrave)