Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs by Darroch, J.

Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs (Paperback) (ISBN-13: 9781349471034)

Vendor: J. Darroch
Product type: Books
Format: Paperback
$35.00
$35.00
$35.00
Subtotal: $35.00
Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs by Darroch, J.

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

$35.00
Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs by Darroch, J.

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

$35.00
Format: Paperback
Description
Description
x
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.

Author: J. Darroch
ISBN-10: 1349471038
ISBN-13: 9781349471034
Publisher: Palgrave MacMillan
Language: English
Published: 01/01/2014
Pages: 231
Format: Paperback
Weight: 0.72lbs
Size: 8.50h x 5.50w x 0.58d
By J. Darroch
By J. Darroch
x
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

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