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Why marketing to women doesn't work : = using market segmentation to understand consumer needs /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Why marketing to women doesn't work :/ Jenny Darroch.
Reminder of title:	using market segmentation to understand consumer needs /
Author:	Darroch, Jenny,
Description:	1 online resource.
Subject:	Market segmentation. -
Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9781137358172
ISBN:	1137358173 (electronic bk.)

Why marketing to women doesn't work : = using market segmentation to understand consumer needs /
Darroch, Jenny,

Why marketing to women doesn't work :using market segmentation to understand consumer needs /Jenny Darroch. - 1 online resource.

1. Introduction -- PART I: DIFFERENCES BETWEEN MEN AND WOMEN -- 2. Demographic Differences Between Men and Women -- 3. Psychographic and Behavioral Differences Between Men and Women -- PART II: MARKET SEGMENTATION THEORY AND PRACTICE -- 4. An Introduction To Market Segmentation Theory and Practice -- 5. Understanding Our Products -- 6. Understanding Our Customers -- 7. The Bridge -- 8. Ansoff's Growth Matrix ₆ In Detail -- 9. The Problems-SolutionsTM Framework -- PART III: MARKETING TO WOMEN -- 10. How to More Effectively Market to Women -- 11. Masculine and Feminine -- 12. Conclusions --.

"Women are now seen as the largest, most lucrative and most active market of all. Increasingly, organizations are fine-tuning their marketing strategies to better reach women, yet they continue to target them incorrectly, which risks alienating both their female and male customers. 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers. "--

ISBN: 1137358173 (electronic bk.)

Source: 696153Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

573343
Market segmentation.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5415.332.W66 / D37 2014

Dewey Class. No.: 658.8/02

Why marketing to women doesn't work : = using market segmentation to understand consumer needs /
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100 1 $a Darroch, Jenny, $e author. $3 1008548
245 1 0 $a Why marketing to women doesn't work : $b using market segmentation to understand consumer needs / $c Jenny Darroch.
264 1 $a Basingstoke, Hampshire : $b Palgrave Macmillan, $c 2014.
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505 0 $a 1. Introduction -- PART I: DIFFERENCES BETWEEN MEN AND WOMEN -- 2. Demographic Differences Between Men and Women -- 3. Psychographic and Behavioral Differences Between Men and Women -- PART II: MARKET SEGMENTATION THEORY AND PRACTICE -- 4. An Introduction To Market Segmentation Theory and Practice -- 5. Understanding Our Products -- 6. Understanding Our Customers -- 7. The Bridge -- 8. Ansoff's Growth Matrix ₆ In Detail -- 9. The Problems-SolutionsTM Framework -- PART III: MARKETING TO WOMEN -- 10. How to More Effectively Market to Women -- 11. Masculine and Feminine -- 12. Conclusions --.
520 $a "Women are now seen as the largest, most lucrative and most active market of all. Increasingly, organizations are fine-tuning their marketing strategies to better reach women, yet they continue to target them incorrectly, which risks alienating both their female and male customers. 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers. "-- $c Provided by publisher.
588 $a Description based on print version record.
650 0 $a Market segmentation. $3 573343
650 0 $a Marketing $x Psychological aspects. $3 560275
650 0 $a Marketing $x Sex differerences. $3 1008549
650 0 $a Women consumers. $3 568511
650 7 $a BUSINESS & ECONOMICS / Advertising & Promotion. $2 bisacsh $3 1008550
650 7 $a BUSINESS & ECONOMICS / Marketing / General. $2 bisacsh $3 834387
650 7 $a BUSINESS & ECONOMICS / Marketing / Multilevel. $2 bisacsh $3 1008551
650 7 $a BUSINESS & ECONOMICS / Marketing / Research. $2 bisacsh $3 942154
655 7 $a Electronic books. $2 local $3 554714
710 2 $a Palgrave Connect (Online service) $3 834339
856 4 0 $3 Palgrave Connect $u http://www.palgraveconnect.com/doifinder/10.1057/9781137358172