An Introduction To Market Segmetation Theory and Practice

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 3 in Why Marketing to Women Doesn’t Work, 2014, pp 67-80 from Palgrave Macmillan

Abstract: Abstract In Part I, I discussed demographic, behavioral and psychographic differences between men and women. In Part II, I will explain the theory and practice of market segmentation. In Part III, I will focus more specifically on how to effectively market to women.

Keywords: Marketing Strategy; General Motor; Market Segment; Consumer Preference; Market Segmentation (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35817-2_4

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DOI: 10.1057/9781137358172_4

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