Branded Male: Marketing to Men

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, it analyzes 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, Branded Male 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 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.

Author: Mark Tungate
Publisher: Kogan Page
Published: 02/26/2008
Pages: 256
Binding Type: Hardcover
Weight: 1.35lbs
Size: 9.42h x 6.32w x 0.86d
ISBN: 9780749450113

Review Citation(s):
Publishers Weekly 03/10/2008 pg. 75
Library Journal 06/01/2008 pg. 104
Reference and Research Bk News 08/01/2008 pg. 141

About the Author
Mark Tungate is a journalist specializing in media, marketing and communication and the author of the bestselling Fashion Brands, Adland and Media Monoliths. Based in Paris, he writes regularly about advertising, and has appeared in The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising.