Why Marketing to Women Doesn't Work

Using Market Segmentation to Understand Consumer Needs
1. Auflage 2014
ISBN: 978-1-349-47103-4
Verlag: Palgrave Macmillan UK

Buch, Englisch, 231 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 327 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Darroch, J.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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. 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