Why marketing to women doesn't work : using market segmentation to understand consumer needs / Jenny Darroch.

"Women are now seen as the largest, most lucrative and most active market of all. Increasingly, organizations are fine-tuning their marketing strategies to better reach women, yet they continue to target them incorrectly, which risks alienating both their female and male customers. This book ad...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Main Author:	Darroch, Jenny (Author)
Format:	eBook
Language:	English
Published:	Basingstoke, Hampshire : Palgrave Macmillan, 2014.
Subjects:	Women consumers. Market segmentation. Marketing > Psychological aspects. Marketing > Sex differences.