Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs by J. Darroch 9781349471027

Name: Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs by J. Darroch 9781349471027
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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.

Book Information
ISBN 9781349471027
Author J. Darroch
Format Paperback
Page Count 231
Imprint Palgrave Macmillan
Publisher Palgrave Macmillan
Weight(grams) 310g

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