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.