TITLE

Driving sales to women

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
July 2002
SOURCE
Brand Strategy;Jul2002, Issue 161, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Analyzes whether car brands in Great Britain are appealing to women drivers. Survey by Claritas showing that reliability is the key selling point for women; Manufacturers' appeal to women with their brands by adapting the whole buying experience; Evidence that positioning car advertising to ensure they appeal to the female market has been shunned in favor of new techniques.
ACCESSION #
7360314

 

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