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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

Women Need to Manage Upward, not Down or Sideways, to Get a Seat at the Leadership Table

(0) Comments | Posted August 11, 2015 | 8:47 PM

Like it or not, Donald Trump is generating a lot of discussion about leadership. I'm drawn to commentaries on how Trump's leadership style contradicts everything we believe to be true about the characteristics of a good leader (see, for example, James Wright's post: "5 Truths I Learned About...

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From Powder Puff to Powder Keg: The Changing Face of Women Today

(0) Comments | Posted March 10, 2015 | 11:48 AM

The theme for International Women's Day 2015 is "Make it Happen." The website,, adds a call to celebrate women's achievements and encourage greater equality for women in senior leadership roles, the arts, and STEM; advocate for more women owned businesses; urge women to have greater financial independence;...

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Marketing to Women... Who Buy Tires

(0) Comments | Posted February 4, 2015 | 7:20 PM

As an expert on marketing to women, I find myself having a lot of conversations in my head to evaluate my own shopping experiences. A recent tire buying experience was no exception.

I was out buying one tire (the short version of a long story is that the car was...

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10 Consumer Trends and Implications for Marketing Practice in 2015

(1) Comments | Posted January 5, 2015 | 5:24 PM

As a marketing professor and therefore an active researcher, I pay close attention to changes in consumption and how these changes might impact marketing strategy. Below, I outline ten observations related to consumer trends and offer questions for you to contemplate as you fine-tune your marketing strategies for 2015.

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The Marketing to Women Landscape for 2015: Trends, Challenges and Implications

(0) Comments | Posted December 31, 2014 | 2:32 PM

In the past, I have written blogs predicting trends for the coming year. This year, I want to focus on one trend, that of big data, and address what it means when marketing to women.

When I discuss marketing to women, I find that most managers are well aware...

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Madam Secretary, Gender and Power... and Implications when Marketing to Women

(0) Comments | Posted November 17, 2014 | 8:22 AM

I have written before on the multiple and blurring roles of women, and the convergence of gender roles (see, for example, "Work Life Balance" or "The Changing Face of Women)." I want to continue with this theme by reflecting upon my new favorite television show, "Madam...

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Marketing to Women: What to Do/What Not to Do... Without Appearing Too Contradictory

(0) Comments | Posted October 26, 2014 | 3:17 PM

I find the marketing to women space completely fascinating and, I believe, challenging for marketers to wrap their heads around. To me there are two main factors that drive the current interest in marketing to women.

First, society now realizes the economic importance of women. Not only do the...

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Selling to Women... It's Time to Get Scientific and Serious

(0) Comments | Posted October 16, 2014 | 12:53 PM

I am doing research on selling to women...and this means reading a big pile of academic journal articles on selling. In this post, I will provide a very scant summary of what I've read so far and offer brief conclusions on what needs to be done to better understand how...

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Marketing to Women, or Should I Say Marketing to People With a Female (or Male) Brain?

(0) Comments | Posted October 8, 2014 | 12:15 PM

I wrote about marketing to women and feminism in a recent post called "Avoid Gender Washing: Making Sense of Marketing to Women by Understanding the Three Waves of Feminism." In that post, I argued that marketing moves between the second wave of feminism (i.e., differences between men and...

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Marketing to Women... Some Advice for the Auto Industry

(2) Comments | Posted September 25, 2014 | 8:54 PM

Women represent a huge opportunity for the auto industry. In the US alone, 500,000 women are "in the market" to buy a car within a one to three month window. We know that women heavily influence car purchases (up to 85%) and yet 74% of women feel misunderstood by auto...

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7 Recommendations for Treating Customers as Knowledge Workers (i.e., Knowledge Customers)

(0) Comments | Posted September 25, 2014 | 3:22 PM

While I was writing my latest book, Why Marketing to Women Doesn't Work, I came up with a term I quite like called "Knowledge Customers," which borrows from earlier work on the Knowledge Worker.

I have listed below seven barriers to smooth knowledge flow, which are based on Davenport...

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The Changing Face of Women Consumers... and What This Means for Marketing

(0) Comments | Posted September 9, 2014 | 3:00 PM

About a month ago, McKinsey released a report from its September 1966 archives called "The Changing Face of Marketing". The first section called "The Dominance of the Customer" really caught my attention. Some of the headlines of this section are:

1. The need to anticipate and anticipate future customers.

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Abercrombie & Fitch: A Sad Lesson In Branding

(1) Comments | Posted September 2, 2014 | 3:42 PM

Abercrombie & Fitch is often on my radar - not because I wish I was young enough to be a target customer, employee or even a model but because it did everything "right" from a branding point of view yet continues to suffer financially.

Abercrombie & Fitch products are made...

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Big Data and Online Disinhibition: 'Who Am I?' When I Post Comments Online

(0) Comments | Posted August 6, 2014 | 12:00 AM

I have a fascination with big data and recently attended a one-day workshop IBM ran to showcase what they are doing in this space. My interest in big data stems from a long-standing interest in how data improves marketing decision-making.

Big data is not a replacement for behavioral data,...

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What's the Stink About Pink?

(0) Comments | Posted July 28, 2014 | 1:13 PM

I saw a fascinating article in the Wall Street Journal about a shopping mall in China unveiling 10 parking spots for women only -- the 10 spots are wider and painted pink. Some suggested the wider parking spots were to help women carry children in and out of...

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Can Women Have it All? Can Men Have it All?

(2) Comments | Posted July 22, 2014 | 5:18 PM

Can Women Have it All? [Can Men Have it All?]

I was traveling and saw an interview by Indra Nooyi, CEO of PepsiCo, in The Sunday Times (UK, July 6, 2014). I see that the interview has been picked up quite a lot in a number of international media outlets....

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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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