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Title: The U.S. Men's Market
Published: November 2007
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The following is the abstract from the full report:
Marketers are making significant efforts to understand what drives men’s buying decisions. However, uncertainty remains about how to most effectively segment and reach out to the male consumer. For example, a few years ago some advertisers and marketers focused on the shopping behavior and buying decisions of “metrosexual” male consumers, who were seen as interested in pursuing the feminine side of their male identity. Now, however, some analysts have concluded that this male image needs to give way to a more traditional “machosexual” version of men. This Packaged Facts report provides marketers and advertisers with an up-to-date view of these and other trends and controversies affecting the men’s market.
The report begins with an overview of the market, including an assessment of the size and growth of the market and a demographic profile of male consumers. Then follows a chapter on strategic trends and marketing opportunities in the men’s market now and into the future. Another chapter demonstrates the impact of key social and economic trends on the role of men in American society.
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