Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs - J. Darroch - Books - Palgrave Macmillan - 9781349471034 - 2014
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J. Darroch
Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs 1st ed. 2014 edition

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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.

231 pages, XXII, 231 p.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released 2014
ISBN13 9781349471034
Publishers Palgrave Macmillan
Pages 231
Dimensions 150 × 220 × 10 mm   ·   326 g
Language English  

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See all of J. Darroch ( e.g. Paperback Book and Hardcover Book )