Why Marketing to Women Doesn't Work

Using Market Segmentation to Understand Consumer Needs

Paperback Engels 2014 9781349471034
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9781349471034
Taal:Engels
Bindwijze:paperback
Uitgever:Palgrave Macmillan UK

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Inhoudsopgave

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 – 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

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        Why Marketing to Women Doesn't Work