Why marketing to women doesnt work - Jenny Darroch

Why marketing to women doesnt work
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Autor: Jenny Darroch

 Wydawnictwo: Palgrave Macmillan
ISBN: 9781137358165
EAN:
Format: ...
Oprawa: twarda
Stron: 254
Data wydania: 2014-07-01
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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 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. Practical and well-researched, it provides deep insights into the principles of market segmentation, and recommends a new approach that thoroughly examines the issue of human needs, regardless of gender, in order to properly target and effectively reach female customers. 'Industries that continue to market to women in the traditional manner are headed for failure. As such, Jenny's book is a timely and relevant piece. Her insightful recommendations and thoughtful research make for a compelling read and serve as a guideline for improved marketing practice - to both genders.' - Krista Lee Berger, Senior Marketing Manager, Fortune 500 Company

'In a world where men can't wear dresses, but women can wear pants, Jenny is a true thought leader who provides a great resource for anyone trying to navigate the complicated and overwhelming landscape of marketing to females. If you want to train your brain to think differently about the women's market (not to mention grow your bottom line) in an easy to understand and logical way Why Marketing to Women Doesn't Work is for you!' - Ralitsa Carter, Digital Marketing Specialist, Lee Enterprises

Książka "Why marketing to women doesnt work"
Jenny Darroch