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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
Publisher: Palgrave Macmillan, 2014

Synopsis

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.

"synopsis" may belong to another edition of this title.

About the Author

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

"About this title" may belong to another edition of this title.

Publisher
Palgrave Macmillan
Publication date
2014
Language
English
ISBN 10 
1349471038
ISBN 13 
9781349471034
Binding
Paperback
Edition number
1
Number of pages
253