Gloria Moss

Gender, Design and Marketing (eBook, ePUB)

How Gender Drives our Perception of Design and Marketing

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 268
• Erscheinungstermin: 2. März 2017
• Englisch
• ISBN-13: 9781351934510
• Artikelnr.: 47955898

Autorenporträt

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.

Inhaltsangabe

Contents: Foreword
Introduction. Part I Setting the Scene: Customer demographics: identifying the target market
Marketing to men and women. Part II Theoretical Background: Drawings and paintings: production aesthetics and gender
Drawings and paintings: preference aesthetics and gender
Attitudes and language. Part III Applied Background: Graphic, product design and gender: production and preference aesthetics
Web design
Accounting for the differences. Part IV Implications: Implications for graphic, product, web design and marketing
Bibliography
Index.