Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment
Why 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
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Source: the meticulous research Paco Underhill has performed for the most
prestigious clients over the last few decades. Or take women and financial
advisors: Women want a carefully considered plan, want to be listened to, want to
be taken ...
... case study reported by Paco Underhill in his book Why We Buy, male
customers were observed coming into Sprint Cellular's retail stores, perusing the
phone models and brochures, and leaving the store without speaking to anyone.
It even widened its aisles to help eliminate "butt brush," as Paco Underhill calls
the uncomfortable contact that can occur as consumers navigate the aisles and
something that women particularly disliked. It was a pioneer when it added a
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The Power of the Purse
The Differences That Make a Difference
The GenderTrends Marketing ModelThe BigPicture View
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Other editions - View all
Gender Marketing. Geschlechtsspezifische Unterschiede und Implikationen für ...
Limited preview - 2007
Gender-Marketing: Impulse für Marktforschung, Produkte, Werbung und ...
No preview available - 2007