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Erschienen in:
2014 | OriginalPaper | Buchkapitel
How to More Effectively Market to Women
verfasst von : Jenny Darroch
Erschienen in: Why Marketing to Women Doesn’t Work
Verlag: Palgrave Macmillan UK
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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.