Why Marketing to Women Doesn't Work

Using Market Segmentation to Understand Consumer Needs

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book Why Marketing to Women Doesn't Work by J. Darroch, Palgrave Macmillan UK
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Author: J. Darroch ISBN: 9781137358172
Publisher: Palgrave Macmillan UK Publication: July 5, 2014
Imprint: Palgrave Macmillan Language: English
Author: J. Darroch
ISBN: 9781137358172
Publisher: Palgrave Macmillan UK
Publication: July 5, 2014
Imprint: Palgrave Macmillan
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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