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- Title
EL MARKETING ACTUAL: ajeno y distante de la MUJER y de su importancia como agente dentro del Proceso de Compra.
- Authors
Vergara, Silvia Ferrada; Valencia Pozo, Víctor Manuel Rolando
- Abstract
Differences in behavior, feelings and thinking between men and women are deep enough as to demand differentiated marketing for each gender. Women are key in the purchase decision process. As opposed to men, "they purchase in a spiral path, and create social networks that require rethinking communication aimed at them" (Barletta, 2004, p. 20; Richman, 2008). All research from different knowledge areas show that women and men behave differently to marketing stimuli. Accordingly, creative strategy for promotional campaigns should consider this by projecting details, closeness, warmth, inclusion, precision.
- Subjects
MALE consumers; WOMEN consumers; SHOPPING; CONSUMER behavior; SEX differences (Biology); MARKETING
- Publication
TEC Empresarial, 2011, Vol 5, Issue 2, p9
- ISSN
1659-2395
- Publication type
Article