Download or read book Why Marketing to Women Doesn't Work written by J. Darroch and published by Springer. This book was released on 2014-07-05 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.