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Why Marketing to Women Doesn't Work by J. Darroch
Why Marketing to Women Doesn't Work by J. Darroch
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Why Marketing to Women Doesn't Work

Using Market Segmentation to Understand Consumer Needs
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Description

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.

Author Biography:

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
Release date Australia
January 1st, 2014
Author
Audience
  • Professional & Vocational
Edition
1st ed. 2014
Illustrations
XXII, 231 p.
Pages
231
ISBN-13
9781349471034
Product ID
25603663

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Why Marketing to Women Doesn't Work by J. Darroch
$120.99
Why Marketing to Women Doesn't Work
by J. Darroch ~ Paperback / softback
Available - Usually ships in 3-4 weeks
Why Marketing to Women Doesn't Work on Hardback by J. Darroch
$120.99
Why Marketing to Women Doesn't Work
by J. Darroch ~ Hardback
Available - Usually ships in 3-4 weeks

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