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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Whilst the book may be of some value it is blighted by the presence of the Woozle.
Repeated claims that in the USA 80% of spending decisions are made by women have been traced back to this book. In
the Wall St Journal Apr 23 2011Ms. "Barletta concedes that she has no specific source for the figure. "It is sadly one of those rules-of-thumb numbers that everyone in the industry uses," she says."
There is simply no evidence to support the claim, and it's almost cynical that the figure has been used to justify the marketing and consumption of this book.
This has and does cause repeated "Evidence by Citation" or "The Woozle Effect", as identified by Haughton, B 1979.
Multiple studies show the claims of Barletta top be false, circa 80% claim has become an Urban Myth and Meme. Whilst Humour may well be of great value, it is massively reduced when it's used a substitute for actual reality.
 

Contents

The Power of the Purse
3
The Differences That Make a Difference
15
The GenderTrends Marketing ModelWhy
35
The Star Gender Culture
43
Response to Marketing Contacts
85
How Women Make Purchase Decisions
99
Strategies and Tactics
109
Strategy and Tactical Planning
133
Sales and Service
181
Presenting Your Case
192
Closing the Sale
199
Notes to the CEO
207
Eight Myths of Marketing to Women The Myth Resistor
215
FollowUp from Sidebars
221
The Best Resources in the Business
235
Endnotes
241

Go Communications That Connect
165

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