Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs

by Jenny Darroch

This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

253 pages, Hardcover

First published July 6, 2014

Reviews

[Natalay Maria]

Jenny Darroch was one of my marketing professors in Grad school and I was excited to read her book after taking her class. The book read a little too much like a textbook but it was full of good information about how to market to women. She has a lot of interesting insights into how the industry talks down and condescends to women consumers, overlooking the multiple roles women tend to play in life all at once.

[Day Oliveira]

Comprehensive

Despite the tittle, it really open your eyes on how to better market for women and the differences between men and women and the way the relate to your brand.