Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market SegmentMarketing 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. |
From inside the book
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Page vii
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Page xiii
... Purchasing Officer 9 4. Women Mean Business : Controlling the Company Checkbook 10 Profitability in the Women's ... Purchase Decisions 3. The GenderTrends TM Marketing Model - The Big - Picture View 37 The Star 38 The Circle 39 The ...
... Purchasing Officer 9 4. Women Mean Business : Controlling the Company Checkbook 10 Profitability in the Women's ... Purchase Decisions 3. The GenderTrends TM Marketing Model - The Big - Picture View 37 The Star 38 The Circle 39 The ...
Page xiv
... 92 Life / Time Factors 94 Synthesizer Dynamics 94 Product and Packaging 95 Social Values 95 Life / Time Factors 95 Synthesizer Dynamics 96 Other Factors 96 6. The Spiral Path : How Women Make Purchase Decisions χίν Contents.
... 92 Life / Time Factors 94 Synthesizer Dynamics 94 Product and Packaging 95 Social Values 95 Life / Time Factors 95 Synthesizer Dynamics 96 Other Factors 96 6. The Spiral Path : How Women Make Purchase Decisions χίν Contents.
Page xv
... Purchase Decision Process Differently 101 The Perfect Answer : Women Pursue a Different Outcome 102 The Spiral Path ... Purchases 105 Referrals : Sharing the Wealth 105 Loyalty over the Long Haul : Trust Is a Many - Splendored Thing 106 ...
... Purchase Decision Process Differently 101 The Perfect Answer : Women Pursue a Different Outcome 102 The Spiral Path ... Purchases 105 Referrals : Sharing the Wealth 105 Loyalty over the Long Haul : Trust Is a Many - Splendored Thing 106 ...
Contents
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 |
Go Communications That Connect | 165 |
Sales and Service | 181 |
Notes to the CEO | 207 |
Eight Myths of Marketing to Women The Myth Resistor | 215 |
GenderTrends Geniuses FollowUp from Sidebars | 221 |
The Best Resources in the Business | 235 |
Endnotes | 241 |
Other editions - View all
Marketing to Women: How to Understand, Reach, and Increase Your Share of the ... Marti Barletta No preview available - 2003 |
Common terms and phrases
advertising approach asked baby boomers Barletta big-ticket brain Brain Sex brand cell phone Communication Keys companies competition competitors computers context corporate create decision process emotional Employment Policy Foundation example fact feel female gender culture Figure financial services focus focused gender differences GenderTrends girlfriend factor going household important insights interaction investment kids Life/Time Factors look male marketing elements Marketing Model Marketing to Women means men's Nokia offer opportunity Paco Underhill percent Perfect Answer prefer prospects purchase decision purchase path relationships response salespeople selling share someone spending star points strategies sumer sure Synthesizer Dynamics tactics talk target tell testosterone there's things tion U.S. Census Bureau understanding what's whereas woman WOMAN'S DECISION women consumers women customers women want women's market word of mouth
References to this book
Gender-Marketing: Impulse für Marktforschung, Produkte, Werbung und ... Eva Kreienkamp No preview available - 2007 |