January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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I INSTINCTIVELY UNDERSTAND MY CUSTOMER
A new trend-conscious clothing brand whose target market is females between 18 and 30 years of age with mid-range incomes, is hiring a new marketing manager. One of the applicants is a 29-year-old woman who, on the surface, would appear to belong to the target market. Her last two roles have been marketing for a financial services company and, more recently, a technology business. The other applicant is a 52-year-old male. Although he is currently working with an olive oil producer, he has vast experience working with clothing multinationals. Who should the company hire?
Of course, on face value, the female candidate is most likely to have an innate understanding of the target market and be able ...
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