Why Marketing to Women Doesn't Work

TRAMA

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.

SOMMARIO

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 – 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

AUTORE

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

ALTRE INFORMAZIONI

• Condizione: Nuovo
• ISBN: 9781137358165
• Dimensioni: 216 x 140 mm
• Formato: Copertina rigida
• Illustration Notes: XXII, 231 p.
• Pagine Arabe: 231
• Pagine Romane: xxii