Why marketing to women doesn't work : using market segmentation to understand consumer needs / Jenny Darroch (Professor of Marketing, Peter F. Drucker and Masatoshi Ito Graduate School of Management, USA).
Houndmills, Basingstoke, Hampshire : Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, 2014.
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 In
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