The Daring Book for Boys in Business: Solving the Problem of Marketing to Women (BOK)

Jane Cunningham, Philippa Roberts

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Why is it that some companies/brands succeed with women and others don't? In sectors as valuable as telecoms, financial services, consumer electronics, cars, technology, gaming and utilities, women consistently report low levels of interest, and demonstrate lower levels of engagement than their male counterparts. Can companies really afford to miss out like this? Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands and marketing to ensure they appeal to the entire mainstream audience rather than just one half of it. This book reveals why it is that some companies succeed with women and others don't. It outlines the key determinants that make up brands which appeal to both men and women, and the opportunities that presents.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2012 Forfatter Jane Cunningham, Philippa Roberts
LID Publishing
ISBN 9781907794254
Antall sider 224 Dimensjoner 15,6cm x 23,4cm x 2,5cm
Vekt 454 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing, Gender studies: women