Gender-specific differences in consumer behavior and best-practice examples of gender marketing in brand management
- 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.
| Author of HS Reutlingen | Nufer, Gerd |
|---|---|
| ISSN: | 0972-9097 |
| Erschienen in: | The IUP journal of brand management : IJBRM |
| Publisher: | IUP Publ. |
| Place of publication: | Hyderabad |
| Document Type: | Journal article |
| Language: | English |
| Publication year: | 2024 |
| Tag: | branding (marketing); consumer behavior; gender; gender differences (sociology); marketing management; product management |
| Volume: | 20 |
| Issue: | 4 |
| Page Number: | 8 |
| First Page: | 56 |
| Last Page: | 63 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 650 Management |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
