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Branded Male

Marketing to Men

Explore the evolution of marketing to men and the male consumer, branding and the marketing strategies used to reach the male market in areas such as technology and fashion.
Out of stock
    Paperback£19.95
    Ebook£16.62
    Print and ebook bundle£25.00
EAN: 9780749450113
Edition: 1
Published:
Paperback
Format: 241x163
256 pages
    About the book
    Table of contents

About the book

The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%.

Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, it analyzes how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, Branded Male considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men.

In his trademark style, Mark Tungate paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.

About the authors

Mark Tungate

Mark Tungate is a British journalist based in Paris. He is the author of several books about branding and marketing, including The Escape Industry: How Iconic and Innovative Brands Built the Travel Business, Fashion Brands: Branding Style from Armani to Zara and Adland: A Global History of Advertising. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times and The Daily Telegraph. He is a regular contributor to the ad industry intelligence site AdForum.

More about Mark Tungate