國立虎尾科技大學 |

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

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Why marketing to women doesn't work :/ Jenny Darroch.
其他題名:	using market segmentation to understand consumer needs /
作者:	Darroch, Jenny,
面頁冊數:	1 online resource.
標題:	Market segmentation. -
電子資源:	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 /
LDR:02447cam a2200313Ii 4500 001 798781
003 OCoLC
005 20140910115828.0
006 m o d
007 cr cnu---unuuu
008 150519s2014 enk o 000 0 eng d
020 $a 1137358173 (electronic bk.)
020 $a 9781137358172 (electronic bk.)
035 $a (OCoLC)881518649
035 $a ocn881518649
037 $a 696153 $b Palgrave Macmillan $n http://www.palgraveconnect.com
040 $a UKPGM $b eng $e rda $e pn $c UKPGM $d OCLCO
049 $a TEFA
050 4 $a HF5415.332.W66 $b D37 2014
082 0 4 $a 658.8/02 $2 23
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.
300 $a 1 online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
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