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How to More Effectively Market to Women

In: Why Marketing to Women Doesn’t Work

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

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.

Suggested Citation

  • Jenny Darroch, 2014. "How to More Effectively Market to Women," Palgrave Macmillan Books, in: Why Marketing to Women Doesn’t Work, chapter 0, pages 171-187, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35817-2_10
    DOI: 10.1057/9781137358172_10
    as

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