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
Page ix
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Page xiv
... Talk " versus " Rapport Talk " 71 Making the Connection 72 Women's Values 75 What Women Cherish 77 What Women Take Pride In 77 What Women Enjoy or Care about More Than Men Do 79 Things Women Enjoy the Same as Men - But Are Sometimes ...
... Talk " versus " Rapport Talk " 71 Making the Connection 72 Women's Values 75 What Women Cherish 77 What Women Take Pride In 77 What Women Enjoy or Care about More Than Men Do 79 Things Women Enjoy the Same as Men - But Are Sometimes ...
Page xvi
... Talk 193 Your Turn to Talk 194 Answer Every Question Thoroughly 196 Don't Put Down the Competition 196 Small Courtesies Make Big Points 197 A Sensitized Population 197 Closing the Sale 199 The Perfect Answer - A Longer Road 199 Selling ...
... Talk 193 Your Turn to Talk 194 Answer Every Question Thoroughly 196 Don't Put Down the Competition 196 Small Courtesies Make Big Points 197 A Sensitized Population 197 Closing the Sale 199 The Perfect Answer - A Longer Road 199 Selling ...
Page xix
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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 |