Why Marketing to Women Doesn't Work
Subtitle: Using Market Segmentation to Understand Consumer Needs
Publisher: Palgrave Macmillan
Published: Jul 02, 2014
Language: eng
Format: hardcover
Number of pages: 231
ISBN-13: 9781137358165
Description: "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. "--
Notes: Source title: Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs