Why Marketing to Women Doesn’t Work

Using Market Segmentation to Understand Consumer Needs

  • Jenny Darroch

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Introduction

    1. Jenny Darroch
      Pages 1-14
  3. Differences Between Men and Women

    1. Front Matter
      Pages 15-15
  4. Market Segmentation Theory and Practice

    1. Front Matter
      Pages 65-65
    2. Jenny Darroch
      Pages 81-96
    3. Jenny Darroch
      Pages 97-110
    4. Jenny Darroch
      Pages 111-130
    5. Jenny Darroch
      Pages 131-147
    6. Jenny Darroch
      Pages 148-168
  5. Marketing To Women

    1. Front Matter
      Pages 169-169
    2. Jenny Darroch
      Pages 171-187
    3. Jenny Darroch
      Pages 188-196
    4. Jenny Darroch
      Pages 197-204
  6. Back Matter
    Pages 205-231

About this book

Introduction

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.

Keywords

growth market segmentation marketing

Authors and affiliations

  • Jenny Darroch
    • 1
  1. 1.Peter F. Drucker and Masatoshi Ito Graduate School of ManagementUSA

Bibliographic information

  • DOI https://doi.org/10.1057/9781137358172
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2014
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-47103-4
  • Online ISBN 978-1-137-35817-2
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods