Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs - J. Darroch - Books - Palgrave Macmillan - 9781137358165 - July 2, 2014
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J. Darroch
Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs

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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.

254 pages, 41 black & white tables, 30 figures

Media Books     Hardcover Book   (Book with hard spine and cover)
Released July 2, 2014
ISBN13 9781137358165
Publishers Palgrave Macmillan
Pages 231
Dimensions 217 × 151 × 20 mm   ·   430 g
Language English  

Mere med samme udgiver

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