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

List Price: $35.00
SKU:
9781137358165
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  • Product Details

    Author:
    Jenny Darroch
    Format:
    Hardcover
    Pages:
    254
    Publisher:
    Palgrave Macmillan (July 30, 2014)
    Language:
    English
    Audience:
    Professional and scholarly
    ISBN-13:
    9781137358165
    ISBN-10:
    1137358165
    Weight:
    16oz
    Dimensions:
    5.62" x 8.8" x 0.815"
    Case Pack:
    26
    As low as:
    $26.95
    Publisher Identifier:
    P-MISC
    Discount Code:
    A
  • Overview

    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.