TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
T1  - Gender-specific differences in consumer behavior and best-practice examples of gender marketing in brand management
JF  - The IUP journal of brand management : IJBRM
N2  - The article focuses on gender-specific differences in consumer behavior and the practice of gender marketing in brand management. It reports that as markets become more complex, understanding and catering to the needs of different gender groups has become crucial for effective marketing strategies. It highlights the emergence of gender marketing as a young discipline, originating in the U.S. in the 1990s and gaining traction in Europe in recent years.
KW  - consumer behavior
KW  - marketing management
KW  - branding (marketing)
KW  - gender differences (sociology)
KW  - gender
KW  - product management
Y1  - 2024
SN  - 0972-9097
SS  - 0972-9097
VL  - 20
IS  - 4
SP  - 56
EP  - 63
S1  - 8
PB  - IUP Publ.
CY  - Hyderabad
ER  -