Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs

Darroch, J.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2014-01-01

Format: Paperback

ISBN-13: 9781349471034

DOI: 10.1057/9781137358172

Dimensions: 216cm x140cm

Pages: 231