Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment

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Dearborn Trade Publishing, 2003 - Business & Economics - 253 pages
Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She then explains why and how women reach different brand purchase decisions than men, and provides a detailed guide for creating and executing a complete marketing plan that targets women. Some of the marketing insights offered include how female culture provokes different brand responses, buying patterns and purchase decisions.

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