user
0
Su pedido

Tu pedido

Su carro de la compra está vacío

Materias

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

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

Compartir en:

(0 Comentarios)
Comenta y valora este libro

pvp.32,85 €

Sin Stock. Posibilidad entre 11 y 20 dias

  • ISBN:9781137358165
  • Editorial: Palgrave
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:256
  • Idiomas:Ingles

Materias:

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.

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

Otros libros de Marketing