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Jenny Darroch
Dr Jenny Darroch is a Professor of Marketing at the Peter F. Drucker and Masatoshi Ito Graduate School of Management and founder of She specializes in marketing strategy - in particular market definition and market segmentation, with a special interest in marketing to women.

Author of three books including "Why Marketing to Women Doesn't Work" and "Marketing Through Turbulent Times" and over 30 research articles.

Dr Darroch holds graduate degrees in marketing, economics, and international business and a PhD in Marketing, Knowledge Management and Innovation.

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Entries by Jenny Darroch

Practicing 'Just in Time' Marketing to Women by Focusing on Her Subjects of Interest Rather Than Her as an Object

(0) Comments | Posted June 20, 2014 | 5:23 PM

A course I enjoy teaching is strategic brand management. There is a section in the text I use on how to revitalize a brand and the author (Kevin Keller) offers two solutions -- revitalize a brand through innovation (think Apple and its frequent introduction of new and revolutionary products from...

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Avoid Gender Washing: Making Sense of Marketing to Women by Understanding the Three Waves of Feminism

(0) Comments | Posted June 10, 2014 | 3:21 PM

Realizing that women make around 85 percent of all purchase decisions but unsure of how to effectively market to women, many managers end up adopting a strategy of "gender washing." Gender washing has two defining characteristics: (1) a failure to acknowledge women's distinct needs, and/or (2) a belief that marketing...

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Holding onto Brand Positions Through Turbulent Times

(1) Comments | Posted June 22, 2010 | 3:33 PM

We know that good marketing practice means knowing: (1) who your target market is; (2) what problem(s) your target market is trying to solve; (3) what your brand's value proposition is; and, therefore, (4) whether your brand will solve your target market's problem.

But recessions can be tough on brands...

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Thank Your Customers: They Will Love You for It

(0) Comments | Posted May 19, 2010 | 2:30 PM

It happened again -- I was thanked for being a customer. This time, I received a hand written card from, an online swim shop, thanking me for being such a loyal customer. Sure, we buy from a lot as we have four swimmers in the family...

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The Post-Recession Brand Reshuffle

(0) Comments | Posted April 19, 2010 | 12:24 PM

Last night I was reading the latest copy of Newsweek, the one with the heading "America's Back" (April 19, 2010). The feature article included short interviews with a number of economic commentators who, predictably, gave mixed messages on whether the economy would recover quickly, along with likely economic growth figures...

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Innovations that Change the World

(1) Comments | Posted February 26, 2010 | 9:38 AM

The March issue of Fast Company came out this week and in it was a list of the World's 50 Most Innovative Companies. Now, I like a good list and I particularly like this one. The list of the World's 50 Most Innovative Companies is compiled based on expert opinion,...

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Customer (Dis)Satisfaction and President Obama

(0) Comments | Posted January 27, 2010 | 5:42 PM

I teach marketing strategy at the Drucker School of Management, a graduate only School that offers MBAs and Executive MBAs. I witnessed first hand the passion many of my students showed toward Obama, his campaign and his election to President. Many of my students volunteered during the campaign and participated...

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Marketers, Are you Listening to the Language Used to Describe the New Apple Tablet?

(1) Comments | Posted January 19, 2010 | 11:32 AM

There aren't many companies around that practice marketing the way that Apple does. I call Apple's approach to marketing "Heretical Marketing" because Apple clearly departs from accepted beliefs or practices in developing and launching new products. Here's why.

Central to marketing is the goal of identifying customer needs and wants,...

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Super Bowl Advertising: 2009 vs. 2010

(0) Comments | Posted January 13, 2010 | 2:05 PM

Super Bowl season is almost upon us and once again the question of whether companies should spend money on Super Bowl commercials has emerged.

Last year, economic circumstances were quite different. For example, Monday January 26, 2009 was labeled Black Monday because it was the day that many large...

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Marketing Through the Recession: Ten Lessons from 2009

(0) Comments | Posted December 30, 2009 | 8:11 PM

I have been a sponge for stories about how organizations have reacted during the turbulent times that defined 2009. Sometimes, I have watched in horror as managers panicked and unraveled strategies that had previously made sense. Other times, I have watched marketing and innovation at work as necessity forced managers...

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It Is Time to Refocus on Education, R&D and Innovation If We Are to "Think Different" and Remain Competitive

(3) Comments | Posted December 9, 2009 | 5:31 PM

I have often wondered what it takes for a dominant economy to fail as Spain did in the late 17th Century, France did in the late 18th Century, or the Ottoman Empire did in the mid-19th Century. Niall Ferguson, a Professor of History at Harvard University, provided great insights on...

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Xbox, FarmVille and the Need to Play and Socialize With Others

(1) Comments | Posted December 2, 2009 | 4:48 PM

I've been thinking a lot about video games, partly because we have a lot of them in the house (yes, we purchased Call of Duty 2 the day it came out) and partly because I am intrigued by data indicating that sales of video games, an $11b industry, are down...

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Why We Don't Complain About Airline Travel Anymore (And How To Avoid Disappointment This Holiday Season)

(2) Comments | Posted November 23, 2009 | 1:06 PM

The Los Angeles Times ran an interesting story on November 21, 2009: airlines continue to get great marks for customer satisfaction and fewer people are complaining about bad experiences with airlines. Industry data doesn't help explain this phenomenon because, according to the article, airlines are only required to report mishandled...

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New, Exciting And Intriguing Innovations

(0) Comments | Posted November 19, 2009 | 4:15 PM

I love lists and two have caught my attention this past week: The 50 Best Inventions of 2009, published by Time and a list of the Most Intriguing New Businesses, published by BusinessWeek (November 23, 2009). I always marvel at new ideas, wonder how people came up with them, try...

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Can Strong Brand Management Practices Hinder Career Opportunities?

(0) Comments | Posted November 14, 2009 | 10:00 AM

A recent article in BusinessWeek (September 14, 2009) identified the organizations headhunters look to when trying to identify management talent. General Electric, IBM and Hewlett-Packard were cited as organizations that develop executives who thrive elsewhere, The Coca-Cola Company does not.

The reason given is that "the very attributes that make...

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An Open Letter to Retailers About Keeping Customers Happy this Holiday Season

(1) Comments | Posted November 12, 2009 | 7:40 AM

Dear [insert the name of your favorite retailer here],

It is hard to believe that another year has passed and I will soon be visiting your store again to buy holiday gifts.

I am a bit concerned about something, however, and thought I'd drop you a note. It seems...

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Big Brands vs. Private Labels and the Recession

(1) Comments | Posted November 2, 2009 | 8:15 PM

In the November 1, 2009 edition of the Los Angeles Times, I came across a small article suggesting that consumers are starting to switch from private labels back to big-brand names again -- you know, the brands supplied by companies such as Procter & Gamble, Colgate-Palmolive and Kellogg. In the...

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McDonald's on Ice

(0) Comments | Posted October 29, 2009 | 5:57 PM

I read today that McDonald's has pulled out of Iceland.

The decision to withdraw is a combination of rising costs due to the weak Kronar against the German Mark (all products for McDonad's in Iceland come from Germany) and the inability to hike prices a further 20% to recoup...

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Eighty Years After Black Tuesday

(0) Comments | Posted October 29, 2009 | 3:12 PM

And so it's been 80 years since Black Tuesday -- the day on which stocks plunged by 12% (having fallen by 13% the day before) triggering the Great Depression.

If we were celebrating a marriage, we would be giving diamonds and pearls after 80 years. Hardly appropriate today when consumers...

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Interesting Innovations that Generate Growth and Shape Markets

(1) Comments | Posted October 28, 2009 | 3:02 PM

Every now and then I come across an innovation that makes me stop and think "what a great idea" [or: "why didn't I think of that?"]. It happened again the other night when I was watching television and I saw an ad for PowerMat -- a wireless recharging device that...

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