Why Marketing to Women Doesn't Work

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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 prov ides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.Publication Year: 2014Imprint: Palgrave Macmillan UKFormat: HWeight (Gram): 4238 Show more