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

Darroch, J.

 
9781349471034: Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs
Softcover
ISBN 10: 1349471038 ISBN 13: 9781349471034
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 
1349471038
ISBN 13 
9781349471034
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
256
Kontakt zum Hersteller
Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

Europaplatz 3,69115 Heidelberg, Germany
Heidelberg
69115
Deutschland

Weitere beliebte Ausgaben desselben Titels

9781349471027: Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs

Vorgestellte Ausgabe

ISBN 10:  134947102X ISBN 13:  9781349471027
Verlag: Palgrave Macmillan, 2016
Softcover