Gender, Design and Marketing - Couverture rigide

Moss, Gloria

Couverture rigide

ISBN 10 : 0566087863 ISBN 13 : 9780566087868

Editeur : Routledge, 2009

Synopsis

Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences our visual perception. In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in which their design and marketing is perceived by men and women, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror the preferences of customers rather than those of senior managers. Where the demographics of the workforce differ from those of the customer, management needs to take steps to ensure that customer-centric preferences inform decision-making in the organization. Gender, Design and Marketing offers researchers, designers, brand and marketing specialists an enhanced understanding of gender; the ways in which an organization's actions can engage or dissuade the men and women that make up its market; and how to increase the breadth and depth of appeal for all products.

A propos du livre

À propos de l?auteur

Gloria Moss has a unique understanding of the impact of gender and nationality on graphic, product and web design and the steps organisations need to take to maximise design for end-users. She is a Fellow of the Chartered Institute of Personnel and Development (CIPD) and currently holds the position of Professor of Marketing and Management at Buckinghamshire New University and Visiting Professor at ESG Paris. Previously, Gloria has held senior positions at Courtaulds Acetate and Eurotunnel. Clients for consultancy on marketing and unconscious bias have included M&S, BT, Bounty, Ford, 02, Bayer and Allen and Overy.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 0566087863
• ISBN 13: 9780566087868
• Reliure: Relié
• Nombre de pages: 266
• Coordonnées du fabricant: Buchpark GmbH; https://www.buchpark.de; ; Krügerweg 1; Trebbin; Brandenburg; 14959; Allemagne