.... Consequently, it also provides opportunities for managers to fine-tune their media-planning efforts. Originality/value Biological sex as the main segmenting variable has become inadequate because of ongoing shifts in gender roles and changes in associated consumption behaviours. To address the shortcomings...

...Amy L. Parsons The book is organized in two main sections with an introduction and thirteen chapters. The first section, Understanding Alternative Choices, provides an overview of the role of alternative media in targeting customers and explains the media planning process in detail...