2014 | OriginalPaper | Chapter
An Introduction To Market Segmetation Theory and Practice
Author : Jenny Darroch
Published in: Why Marketing to Women Doesn’t Work
Publisher: Palgrave Macmillan UK
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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.