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

Darroch, J.

 
9781137358165: Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs
Hardcover
ISBN 10: 1137358165 ISBN 13: 9781137358165
Verlag: Palgrave Macmillan, 2014

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

Jenny Darroch is a Professor of Marketing at the Drucker School of Management at Claremont Graduate University, USA and the founder of Mollior (Mollior.com), a consulting firm that specializes in market segmentation, with an emphasis on marketing to women. Why Marketing to Women Doesn't Work is Jenny's third book. It is inspired by consulting work she does, her signature course called Transforming and Creating Markets to Generate Growth, and academic research she has published on creating organizational growth through market creation. See JennyDarroch.com

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Verlag
Palgrave Macmillan
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
1137358165
ISBN 13 
9781137358165
Einband
Gebundene Ausgabe
Anzahl der Seiten
253
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