Tools

LEADER 03832cam a2200529 i 4500

001 ssj0001287585;

003 WaSeSS;

005 20250212121027.0;

006 m d ;

007 cr n ;

008 140529s2014 enk sb 001 0 eng d;

010 a| 2014019993;

020 a| 9781137358165 (hardback);

035 a| (WaSeSS)ssj0001287585;

042 a| pcc;

049 a| EREEa| NEHH;

050 00 a| HF5415.332.W66b| D37 2014;

082 00 a| 658.8/022| 23;

100 1 a| Darroch, Jenny.=| ^A1011272;

245 10 a| Why marketing to women doesn't workh| [electronic resource] :b| using market segmentation to understand consumer needs /c| Jenny Darroch, Professor of Marketing, Peter F. Drucker and Masatoshi Ito Graduate School of Management, USA.;

260 a| Basingstoke, Hampshire ;a| New York, NY :b| Palgrave Macmillan,c| 2014.;

300 a| xxii, 231 pages ;c| 23 cm;

504 a| Includes bibliographical references (pages 211-225) and index.;

505 8 a| Machine generated contents note: -- 1. Introduction -- PART I: DIFFERENCES BETWEEN MEN AND WOMEN -- 2. Demographic Differences Between Men and Women -- 3. Psychographic and Behavioral Differences Between Men and Women -- PART II: MARKET SEGMENTATION THEORY AND PRACTICE -- 4. An Introduction To Market Segmentation Theory and Practice -- 5. Understanding Our Products -- 6. Understanding Our Customers -- 7. The Bridge -- 8. Ansoff's Growth Matrix - In Detail -- 9. The Problems-SolutionsTM Framework -- PART III: MARKETING TO WOMEN -- 10. How to More Effectively Market to Women -- 11. Masculine and Feminine -- 12. Conclusions.;

506 a| Available only to authorized users.;

520 a| "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. "--c| Provided by publisher.;

538 a| Mode of access: World Wide Web;

650 0 a| Women consumers.=| ^A234608;

650 0 a| Market segmentation.=| ^A34370;

650 0 a| Marketingx| Psychological aspects.=| ^A1012680;

650 0 a| Marketingx| Sex differerences.=| ^A16179;

650 7 a| BUSINESS & ECONOMICS / Advertising & Promotion.2| bisacsh;

650 7 a| BUSINESS & ECONOMICS / Marketing / General.2| bisacsh;

650 7 a| BUSINESS & ECONOMICS / Marketing / Multilevel.2| bisacsh;

650 7 a| BUSINESS & ECONOMICS / Marketing / Research.2| bisacsh;

655 0 a| Electronic books.=| ^A491897;

856 40 z| Full text available from eBooks on EBSCOhostu| https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=998494&scope=site&custid=s5822723&authtype=ip,shib;

949 a| CLICK ON WEB ADDRESSw| ASISh| JOYNER188;

949 a| CLICK ON WEB ADDRESSw| ASISh| HSL77;

949 a| CLICK ON WEB ADDRESSw| ASISh| JMUSIC60;

596 a| 1 3 4;

998 a| 4844659;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 4844659-1001l| JNETm| JOYNERr| Ys| Yt| JNESSBKu| 4/20/2018x| EBOOKz| JERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 4844659-2001l| HSLELECm| HSLr| Ys| Yt| HEBKu| 4/20/2018x| EBOOKz| HERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 4844659-3001l| MNETm| JMUSICr| Ys| Yt| MNESSBKu| 4/20/2018x| EBOOKz| JERESOURCE;

Why marketing to women doesn't work using market segmentation to understand consumer needs / Jenny Darroch, Professor of Marketing, Peter F. Drucker and Masatoshi Ito Graduate School of Management, USA.

Author/creator	Darroch, Jenny
Format	Electronic
Publication Info	Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2014.
Description	xxii, 231 pages ; 23 cm
Supplemental Content	Full text available from eBooks on EBSCOhost
Subjects	Women consumers. Market segmentation. Marketing--Psychological aspects. Marketing--Sex differerences.

Contents	Machine generated contents note: -- 1. Introduction -- PART I: DIFFERENCES BETWEEN MEN AND WOMEN -- 2. Demographic Differences Between Men and Women -- 3. Psychographic and Behavioral Differences Between Men and Women -- PART II: MARKET SEGMENTATION THEORY AND PRACTICE -- 4. An Introduction To Market Segmentation Theory and Practice -- 5. Understanding Our Products -- 6. Understanding Our Customers -- 7. The Bridge -- 8. Ansoff's Growth Matrix - In Detail -- 9. The Problems-SolutionsTM Framework -- PART III: MARKETING TO WOMEN -- 10. How to More Effectively Market to Women -- 11. Masculine and Feminine -- 12. Conclusions.
Abstract	"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. "-- Provided by publisher.
Bibliography note	Includes bibliographical references (pages 211-225) and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Genre/form	Electronic books.
LCCN	2014019993
ISBN	9781137358165 (hardback)

Availability

Library	Location	Call Number	Status	Item Actions
	Electronic Resources	Access Content Online	✔ Available

Why marketing to women doesn't work using market segmentation to understand consumer needs / Jenny Darroch, Professor of Marketing, Peter F. Drucker and Masatoshi Ito Graduate School of Management, USA.

Click here for more information about this title

Availability