Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market SegmentWhy do Best Buy stores offer “Personal Assistants?” Why does MinuteClinic operate in Target and Cub Foods stores? Why does Kimpton Hotels tie in with the national Dress for Success cause? Why is the author of this book called the “godmother” of the new Volvo concept car?
In this lively 2nd edition of Marketing to Women, Marti Barletta tells you why corporations are spending more to capture the multitrillion dollar women’s market. Updated success stories, original strategies and applications, and gender-effective advertising “best practices” make this the most comprehensive resource to help professionals create and execute a marketing plan that targets women.
An eye-opening new chapter highlights the convergence of the two most significant consumer marketing trends today: the aging of America and the growing financial power of women. Marshalling statistics about inheritance patterns and longevity, Barletta coins the phrase “PrimeTime Women™” to show how yesterday’s “little old lady” will be tomorrow’s “Ms. Moneybags,” a target for myriad industries—banking, brokerage, insurance, health, real estate, travel, and self-improvement, just to name a few.
In Marketing to Women, Barletta reveals: * How and why women reach different brand purchase decisions than men * How to use her proprietary GenderTrends™ Marketing Model to create strategies and tactics that will win women’s brand loyalty * How to hook women consumers with new products, relevant communications, smart selling techniques, and the right marketing strategies * Why smart marketers will tap into the profitable market of women 50 years and older—the “golden bull’s-eye” of target marketing |
From inside the book
Results 1-3 of 91
... FIGURE 3.1 The Woman's Decision WOMAN'S DECISION The ultimate goal of this book and the GenderTrends TM Mar- keting Model is to help you mo- tivate more women consumers to buy your product or service . Along the way , we're going to be ...
... Figure 3.4 ) helps you visualize the concept that each of the four star points of female gender culture has a potential impact on each of the 12 marketing elements in the market- ing mix . For example , star point one , women's ...
... figure of aspira- tion than she is a figure of authenticity . The appeal of authenticity affects women and 50 - plus consumers alike ( Figure 11.2 ) . In the case of women , it is their sense of empathy- in contrast to men's sense of ...
Contents
The Differences That Make a Difference | 15 |
The GenderTrendsTM Marketing Model | 35 |
The Star Gender Culture | 43 |
Copyright | |
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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
References to this book
Gender-Marketing: Impulse für Marktforschung, Produkte, Werbung und ... Eva Kreienkamp No preview available - 2007 |