How to More Effectively Market to Women

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

Chapter Chapter 9 in Why Marketing to Women Doesn’t Work, 2014, pp 171-187 from Palgrave Macmillan

Abstract: Abstract In Part III, I apply the lessons of Parts I and II to female customers. Recall that in Part I, demographic, behavioral and psychographic variables were described to outline differences between men and women. I also provided a small number of examples to show how customers can be placed into one of a small number of market segments, based upon their individual differences; however, I also noted that consumers have multiple identities and, as a result, move between profiles based upon particular contexts and needs.

Keywords: Knowledge Management; Knowledge Worker; Relationship Marketing; Marketing Practice; Television Commercial (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_10

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DOI: 10.1057/9781137358172_10

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