Synopsis
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, as well as how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. 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.
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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.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing
Edité par
Routledge, 2016
ISBN 10 : 1138249963
ISBN 13 : 9781138249967
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Paperback
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Paperback. Etat : Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. N° de réf. du vendeur GOR009259300
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Gender, Design and Marketing : How Gender Drives Our Perception of Design and Marketing
Edité par
Taylor & Francis Group, 2016
ISBN 10 : 1138249963
ISBN 13 : 9781138249967
Ancien ou d'occasion
Couverture souple
Vendeur : Better World Books Ltd, Dunfermline, Royaume-Uni
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Etat : Very Good. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. N° de réf. du vendeur 49891578-20
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Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing
Edité par
Routledge, 2016
ISBN 10 : 1138249963
ISBN 13 : 9781138249967
Ancien ou d'occasion
Soft cover
Edition originale
Vendeur : killarneybooks, Inagh, CLARE, Irlande
Évaluation du vendeur 5 sur 5 étoiles
Soft cover. Etat : Very Good. 1st Edition. Paperback, xx + 245 pages, NOT ex-library. Mild handling wear, book is clean and bright with unmarked text, free of inscriptions and stamps, firmly bound. Uncreased spine. A tiny crease in the lower corner of the front cover and first pages. -- The book delves into the significant role gender plays in shaping the fields of design and marketing. It explores how biological and socialised gender differences influence individuals' preferences for visual design, product aesthetics, and marketing strategies. Moss combines empirical research and case studies to demonstrate that men and women often have differing perceptions when it comes to colour, form, and presentation, impacting their purchasing behaviours. This work provides practical insights into how companies can tailor their design and marketing approaches to cater to gender-specific preferences, leading to more effective engagement with diverse audiences. Covering topics such as consumer psychology, product development, and the representation of gender in media, this academic resource offers a nuanced understanding of the intersection between gender and design. It appeals to professionals in marketing, design, branding, and gender studies, offering actionable strategies to improve consumer targeting and satisfaction. -- Contents: List of Figures; List of Tables; Foreword; Introduction; Part I Setting the Scene 1 Customer Demographics: Identifying the Target Market 2 Marketing to Men and Women; Part II Theoretical Background 3 Drawings and Paintings: Production Aesthetics and Gender 4 Drawings and Paintings: Preference Aesthetics and Gender 5 Attitudes and Language; Part III Applied Background 6 Graphic, Product Design and Gender: Production and Preference Aesthetics 7 Web Design 8 Accounting for the Differences; Part IV Implications 9 Implications for Graphic, Product, Web Design and Marketing; Bibliography; Index -- "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 preferences of customers rather than those of senior managers.". N° de réf. du vendeur 010833
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Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing
Vendeur : Majestic Books, Hounslow, Royaume-Uni
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Etat : New. pp. 268. N° de réf. du vendeur 371943884
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Gender, Design and Marketing : How Gender Drives Our Perception of Design and Marketing
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Gender, Design and Marketing
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Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing
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Etat : New. pp. 268. N° de réf. du vendeur 26375182867
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Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing
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