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Author Darroch, Jenny, author.

Title 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).

Publication Info. Houndmills, Basingstoke, Hampshire : Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, 2014.


Location Call No. OPAC Message Status
 Axe Business Pro E-Book  Electronic Book    ---  Available
Description 1 online resource (xxii, 231 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Print version record.
Contents 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
Summary 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
Bibliography Includes bibliographical references and index.
Subject Women consumers.
Market segmentation.
Marketing -- Psychological aspects.
Marketing -- Sex differerences.
BUSINESS & ECONOMICS / Advertising & Promotion.
BUSINESS & ECONOMICS / Marketing / General.
BUSINESS & ECONOMICS / Marketing / Multilevel.
BUSINESS & ECONOMICS / Marketing / Research.
Genre/Form Electronic books.
Other Form: Print version: Darroch, Jenny. Why marketing to women doesn't work Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2014 9781137358165 (DLC)2014019993
ISBN 9781137358189 (e-book)
9781137358165 (hardback)

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