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

"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 ad...

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Bibliographic Details

Main Author:	Darroch, Jenny (Author)
Corporate Authors:	Ebook Library, Palgrave Connect (Online service)
Format:	eBook
Language:	English
Published:	Basingstoke, Hampshire : Palgrave Macmillan, 2014.
Subjects:	Women consumers. Market segmentation. Marketing > Psychological aspects. Marketing > Sex differerences. BUSINESS & ECONOMICS / Advertising & Promotion. BUSINESS & ECONOMICS / Marketing / General. BUSINESS & ECONOMICS / Marketing / Multilevel. BUSINESS & ECONOMICS / Marketing / Research. Electronic books.
Online Access:	Connect to the full text of this electronic book