Branded Male: Marketing to Men

Front Cover
Kogan Page Publishers, Feb 3, 2008 - Business & Economics - 256 pages
0 Reviews
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, Branded Male analyses 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, the book 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 - the author of Fashion Brands: Branding Style from Armani to Zara - 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.
 

What people are saying - Write a review

Branded male: marketing to men

User Review  - Not Available - Book Verdict

Tungate (Adland: A Global History of Advertising), a British author and journalist based in Paris, focuses on fashion, cultural trends, and advertising. His books on these and related design and ... Read full review

Contents

Introduction
1
1 Skin
11
2 Cloth
38
3 Diet
62
4 Home
75
5 Wheels
88
6 Travel
104
7 Words
117
10 Pictures
156
11 Body
170
12 Alcohol
181
13 Restaurants
196
14 Sex
205
Conclusion
218
References
222
Index
224

8 Gadgets
137
9 Hotels
146

Other editions - View all

Common terms and phrases

Bibliographic information