Branded Male Marketing to Men [Hardcover]

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 Malediscusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes,BrandedMaleanalyses 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 ofFashion 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.

Mark Tungateis the author of the bestsellingFashion Brands, as well as the recently publishedAdland - A Global History of AdvertisingandMedia Monoliths. His latest book,Branded Male, has also spawned a new blog: www.brandedmale.com

Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazineStrat??gies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN and the magazineCampaign. His work has appeared inThe Times,The IndependentandThe Telegraphnewspapers. He is also the co-author ofThe Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on tlsÉ