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

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

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AccountingMarketing

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ISBN10: 134947102X
ISBN13: 9781349471027
Publisher: Palgrave MacMillan
Published: Jan 24 2016
Pages: 231
Weight: 0.72
Height: 0.58 Width: 5.51 Depth: 8.50
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.

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