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Why marketing to women doesn't work :using market segmentation to understand consumer needs /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8/02
書名/作者:	Why marketing to women doesn't work : : using market segmentation to understand consumer needs // Jenny Darroch.
作者:	Darroch, Jenny,
面頁冊數:	1 online resource.
標題:	Market segmentation.
標題:	Marketing - Psychological aspects.
標題:	Marketing - Sex differerences.
標題:	Women consumers.
標題:	BUSINESS & ECONOMICS / Advertising & Promotion.
標題:	BUSINESS & ECONOMICS / Marketing / General.
標題:	BUSINESS & ECONOMICS / Marketing / Multilevel.
標題:	BUSINESS & ECONOMICS / Marketing / Research.
ISBN:	1137358173 (electronic bk.)
ISBN:	9781137358172 (electronic bk.)
內容註:	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 ₆ 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 --.
摘要、提要註:	"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 both their female and male customers. 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers. "--
電子資源:	http://www.palgraveconnect.com/doifinder/10.1057/9781137358172

Why marketing to women doesn't work :using market segmentation to understand consumer needs /
Darroch, Jenny,

Why marketing to women doesn't work :using market segmentation to understand consumer needs /Jenny Darroch. - 1 online resource.

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 ₆ 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 --.

"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 both their female and male customers. 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers. "--

ISBN: 1137358173 (electronic bk.)

Source: 696153Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

184219
Market segmentation.
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5415.332.W66 / D37 2014

Dewey Class. No.: 658.8/02

Why marketing to women doesn't work :using market segmentation to understand consumer needs /
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505 0 $a 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 ₆ 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 --.
520 $a "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 both their female and male customers. 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers. "-- $c Provided by publisher.
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650 0 $a Marketing $x Sex differerences. $3 578073
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