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


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.


growth market segmentation marketing

Authors and affiliations

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

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods