customer segmentation

Episode 13 – Dr. Jenny Darroch: Why Marketing to Women Doesn't Work

Episode 13 – Dr. Jenny Darroch: Why Marketing to Women Doesn't Work

In our conversation, Dr. Darroch argues that while the role that women play in consumer society has changed, the marketing strategies that marketers and business owners use to engage women haven't kept up. The days when marketers could simply "shrink it and pink it" are gone. Darroch is calling for a more sophisticated strategy to meet women's needs and understand their purchase motivations.