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Branded Male – Marketing to Men

Autor Mark Tungate
en Limba Engleză Hardback – 2 feb 2008
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.
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Specificații

ISBN-13: 9780749450113
ISBN-10: 0749450118
Pagini: 256
Ilustrații: col. Illustrations
Dimensiuni: 163 x 241 x 20 mm
Greutate: 0.61 kg
Editura: Kogan Page
Locul publicării:United Kingdom

Cuprins

Acknowledgements     
 
Introduction    
 
1. Skin
            The grooming conundrum      
            The razor’s edge         
            Shop options   
            National characteristics           
            Tooled up       
            Male beauty parlours  
            Branded toolkit           
 
2. Cloth          
            Fear and clothing        
            The repression of menswear   
            The importance of being suited          
            Return to clubland      
            Accessory after the fact          
            Branded toolkit           
 
3. Diet
            Diet hard         
            Homme fatale 
            Branded toolkit           
 
4. Home         
            Single life       
            Habitat’s dad  
            Ikea boys        
            Branded toolkit           
 
5. Wheels       
            Upwardly automobile 
            Branding the ‘Bimmer’           
            Web for hire   
            Size isn’t everything   
            Routes to the consumer          
            Branded toolkit           
 
6. Travel        
            Moving target  
            The seduction of sleep
            Attacking Mr JetSet     
            Branded toolkit           
 
7. Words        
            Glossies for guys        
            From smooth operators to new lads    
            Climbing back upmarket         
            Men and newspapers  
            Not taking it literally
            Branded toolkit           
 
8. Gadgets      
            Technophilia   
            Technology for all      
            The games men play   
            Branded toolkit           
 
9. Hotels         
            Rooms with all the trimmings 
            Bad behaviour is good for business    
            Branded toolkit           
 
10. Pictures    
            The power of TV sport           
            How men watch sports           
            Product placement – branding bond   
            Branded toolkit           
 
11. Body         
            The fitness imperative
            Making the cut
            Branded toolkit           
 
12. Alcohol     
            The beer punters         
            Marketing the hard stuff         
            The health debate       
            Branded toolkit           
 
13. Restaurants         
            Restaurants as brands 
            Generous tips  
            Branded toolkit           
 
14. Sex           
            Internet connections   
            Performance blues      
            Don’t just do it
            Branded toolkit           
 
Conclusion     
 
References
 
Index  

Recenzii

"A well-researched overview of a particular kind of new modern male." - Choice

See an excerpt on the American Educational Foundation website!

Notă biografică

Mark Tungate is a journalist based in Paris who specializes in media, marketing and communication. In addition to writing books, he is a regular correspondent for the advertising industry journal Campaign and writes a weekly column for the French marketing magazine Stratégies. He has written the text for The Epica Book, an annual review of the best European advertising, and is the co-presenter of a weekly French TV show about advertising creativity.

Descriere

Painting a portrait of the modern male consumer, Tungate considers how marketers can target him in all his activities, from morning to night. In the process, the author examines male-centered marketing in such areas as cars, restaurants, technology, fashion, and books.