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Why Marketing to Women Doesn't Work

Using Market Segmentation to Understand Consumer Needs

J. Darroch

978-1-137-35817-2

2014
Edition 1
- A new approach for marketing to women not advocating 'female friendly strategies' but a deeper approach to market segmentation and why gender marketing doesn't always work
- Half of the population consists of women, and in some markets (like consumer goods) women are estimated to take some 80% of the buying decisions
- The current economic downturn has changed the market dynamics and context for women, and so marketing to women – a topic that became popular in the 1990s – needs to be revisited and updated
- Data driven and very well researched, rigorous and evidence based, not pseudo-science, from a well-regarded speaker and marketing researcher
€50

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