Branded Male

Marketing to Men
1. Auflage 2008
ISBN: 978-0-7494-5011-3
Verlag: Kogan Page

Buch, Englisch, 256 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 531 g

The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, it analyzes how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, Branded Male considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men. In his trademark style, Mark Tungate paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.

Autoren/Hrsg.

Tungate, Mark

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Soziale Gruppen/Soziale Themen Gender Studies, Geschlechtersoziologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: Skin;
  • Chapter - 02: Cloth;
  • Chapter - 03: Diet;
  • Chapter - 04: Home;
  • Chapter - 05: Wheels;
  • Chapter - 06: Travel;
  • Chapter - 07: Words;
  • Chapter - 08: Gadgets;
  • Chapter - 09: Hotels;
  • Chapter - 10: Pictures;
  • Chapter - 11: Body;
  • Chapter - 12: Alcohol;
  • Chapter - 13: Restaurants;
  • Chapter - 14: Sex

Über Autor(innen)

Tungate, Mark
Mark Tungate is a British journalist based in Paris. He is the author of several books about branding and marketing, including The Escape Industry, Fashion Brands and Adland. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times and The Daily Telegraph. He is a regular contributor to the ad industry intelligence site AdForum.

Alongside his writing, Mark Tungate is editorial director of the Epica Awards, an annual competition in which journalists who are specialists in their field celebrate excellence in design, advertising, PR and branded content. He has lectured on advertising and branding at universities and conferences around the world.

Mark Tungate is a journalist specializing in media, marketing and communication and the author of the bestselling Fashion Brands, Adland and Media Monoliths. Based in Paris, he writes regularly about advertising, and has appeared in The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising.