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

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, no...

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Hlavní autor: Darroch, J. (Autor, http://id.loc.gov/vocabulary/relators/aut)
Korporativní autor: SpringerLink (Online service)
Médium: Elektronický zdroj E-kniha
Jazyk:English
Vydáno: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2014.
Vydání:1st ed. 2014.
Témata:
Marketing.
Leadership.
Market research.
Economics.
Management science.
Public relations.
Business Strategy/Leadership.
Market Research/Competitive Intelligence.
Economics, general.
Corporate Communication/Public Relations.
On-line přístup:https://doi.org/10.1057/9781137358172
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Popis
Shrnutí: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.
Fyzický popis:XXII, 231 p. online resource.
ISBN:9781137358172

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