Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs

Darroch, J.

ISBN 10: 1137358165 / ISBN 13: 9781137358165

Published by Palgrave Macmillan, 2014

About this Item

Gently read. May have name of previous ownership, or ex-library edition. Binding tight; spine straight and smooth, with no creasing; covers clean and crisp. Minimal signs of handling or shelving. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item! Ships USPS Media Mail.

Seller Inventory # OTV.1137358165.VG

Bibliographic Details

• Title: Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs
• Publisher: Palgrave Macmillan
• Publication Date: 2014
• Language: English
• ISBN 10: 1137358165
• ISBN 13: 9781137358165
• Binding: Hardcover
• Condition: very_good

About this title

Synopsis

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.

About the Author

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. Why Marketing to Women Doesn't Work 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