Marketing By Gender
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Handbook Of Research On Gender And Marketing
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Author : Susan Dobscha
language : en
Publisher: Edward Elgar Publishing
Release Date : 2019
Handbook Of Research On Gender And Marketing written by Susan Dobscha and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Gender Design And Marketing
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Author : Gloria Moss
language : en
Publisher: Routledge
Release Date : 2017-03-02
Gender Design And Marketing written by Gloria Moss and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-02 with Business & Economics categories.
Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences our visual perception. In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in which their design and marketing is perceived by men and women, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror preferences of customers rather than those of senior managers.
Marketing By Gender
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Author :
language : en
Publisher: About Women
Release Date : 1997-01-01
Marketing By Gender written by and has been published by About Women this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-01-01 with Marketing categories.
Effects Of Gender Marketing On Consumer Behaviour
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Author : Tobias Wolf
language : en
Publisher: GRIN Verlag
Release Date : 2009-05-17
Effects Of Gender Marketing On Consumer Behaviour written by Tobias Wolf and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-17 with categories.
Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B+, BI - Norwegian School of Management (Norwegian School of Management), course: Understanding the Consumer, 12 entries in the bibliography, language: English, abstract: Introduction Consumers decision-making styles are supposed to represent a durable cognitive orientation towards shopping and purchasing that dominates choices. Therefore they should be important to marketers because they are linked to purchase behaviour and sales inseparably (Mitchell and Walsh 2004). Bristor and Fischer (1993) stated, "gender is a social concept referring to psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and behavioural tendencies. Because gender is a pervasive filter through which individuals experience their social world, consumption activities are fundamentally gendered." When Gender Marketing was developed in the United States 15 years ago, it evolved out of the diversity approach. To realize that men's and women's needs are different and that products are not gender neutral was just a logical consequence out of the practice with differing consumer needs within different ethnical, religious or cultural groups (Flocke 2006). The main goal of gender marketing is to implement differing needs of men and women into the development, distribution, price setting and communication of products and services. Maintainers of this approach consider it as important because of the emerging differences between men and women in their way to articulate consumption desires, making purchase intentions or evaluate products (Flocke 2006). According to Mitchell and Walsh (2004) "males and females want different products and they are likely to have different ways of thinking about obtaining these" (:331). The aim of this paper is to find out how the commitment to a product is increasing by using gender specific advertise
Gender Commerce Past Development And New Technologies In Online Marketing To Influence Customers Buying Behavior
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Author : Viviane Dorp
language : en
Publisher: GRIN Verlag
Release Date : 2017-05-12
Gender Commerce Past Development And New Technologies In Online Marketing To Influence Customers Buying Behavior written by Viviane Dorp and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-12 with Business & Economics categories.
Bachelor Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Frankfurt (Main), language: English, abstract: Gender marketing as a new holistic marketing approach has been intensely discussed over the last couple of years. At the first glance it can surely appear discriminating to differentiate customers by gender, but the genuine intention of gender marketing is to accept and appreciate both genders as they are and develop products according to their gender specific needs. Therefore, it is important to understand that by talking about gender it does not imply talking about fixed roles of males and females in society. Those roles have changed significantly over the last decades and are expected to continue changing over upcoming years. It rather means taking gender specific needs, wishes and characteristics in consideration while developing products and company strategies in order to achieve long-term success and customer loyalty. But why is this even relevant? Women have been buying products anyway, right? Certainly, women have been buying products without a gender specific approach already. However, the truth is that our markets are saturated and the flood of information customers are confronted with everyday exceeds their cognitive ability. This itself shows the importance of tailoring products as well as communication strategies to customers’ needs. Additionally, as mentioned above, social statuses of men and women have been changing continuously. As a result of women’s access to higher education, better careers and with that higher incomes independence of women has enhanced over time. Even if women already have a strong purchasing power, it has not reached its full potential, yet. What also comes along with being independent and earning own money, is making ones own decisions. Women and men differ in their general decision making process and buying behavior. Thinking of women already buying products, which do not perfectly fit their needs, in an environment (either offline or online) they do not feel completely comfortable in, it can lead to an enormous competitive advantage to adjust product and selling strategies to your customers’ needs.Transferring this to e-commerce and buying behavior online, there are significant differences between male and female throughout the decision making process that draw companies‘ attention in order to optimize communication strategies and product development.
Gendering Theory In Marketing And Consumer Research
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Author : Zeynep Arsel
language : en
Publisher: Routledge
Release Date : 2018-10-03
Gendering Theory In Marketing And Consumer Research written by Zeynep Arsel and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-03 with Business & Economics categories.
Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.
Gender Design And Marketing
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Author : Gloria Moss
language : en
Publisher:
Release Date : 2009
Gender Design And Marketing written by Gloria Moss and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Commercial art categories.
Marketing And Feminism
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Author : Miriam Catterall
language : en
Publisher: Routledge
Release Date : 2013-11-05
Marketing And Feminism written by Miriam Catterall and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-05 with Business & Economics categories.
This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts. Key issues and debates include: * the dark side of female consumption * women and marketing in Socialist economies * women and advertising * ecofeminism and marketing * gender, marketing and cultural diversity * marketing, sex and sexuality. Written by internationally recognised experts in marketing and feminism, this book makes a unique contribution to marketing scholarship.
Marketing To Women
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Author : Marti Barletta
language : en
Publisher: Dearborn Trade Publishing
Release Date : 2003
Marketing To Women written by Marti Barletta and has been published by Dearborn Trade Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She provides a detailed field guide for creating and executing a complete marketing plan that targets women.
Learning To Sell Sex Ism
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Author : Aileen O'Driscoll
language : en
Publisher: Springer
Release Date : 2018-10-29
Learning To Sell Sex Ism written by Aileen O'Driscoll and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-29 with Social Science categories.
This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry. Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.