"Think Pink, Cash Green" Tapping Into the World's Largest - and Most Lucrative - Market Segment: An Empirical Investigation in the Lebanese Market

الغلاف الأمامي
American University of Beirut, Suliman S. Olayan School of Business, 2008 - 254 من الصفحات
This paper presents an insight to the shifting consumer behavior of women and it s impact on marketing considerations. A review of literature is presented to ide ntify the prominent trends in marketing to women and success stories of companie s that pioneered in this area. The research also encompasses an empirical invest igation of the Lebanese market in this respect and presents the reader with a se t of suggested recommendations to follow. A comparison on general consumer behavior indicators was drawn between the findi ngs of the literature and those emanating from the survey results in Lebanon, an d accordingly a discussion pertained the implications of these findings on the L ebanese marketing sector.

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