Why marketers should be wary of "gender washing"

06/16/2014 | Huffington Post, The

Too many marketers engage in "gender washing" that fails to address the needs of female consumers, writes Jenny Darroch of the Drucker School of Management. Rather than concentrating on superficial factors when creating advertising campaigns, companies "should first focus on a woman's needs by identifying the problems women are trying to solve for which the organization's product could be a solution," Darroch writes.

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Huffington Post, The

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