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

Table of Contents:

Introduction
PART I: DIFFERENCES BETWEEN MEN AND WOMEN
1. Demographic Differences Between Men and Women
2. Psychographic and Behavioral Differences Between Men and Women
PART II: MARKET SEGMENTATION THEORY AND PRACTICE
3. An Introduction To Market Segmentation Theory and Practice
4. Understanding Our Products
5. Understanding Our Customers
6. The Bridge
7. Ansoff's Growth Matrix ₆ In Detail
8. The Problems-SolutionsTM Framework
PART III: MARKETING TO WOMEN
9. How to More Effectively Market to Women
10. Masculine and Feminine
11. Conclusions
.