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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This isn't to say that such advertising isn't at all relevant; only that it's missing the
really meaningful messages. This goes a long way toward explaining the survey
results we saw earlier: Most women feel that advertisers don't understand them ...
The downside to this approach is that applying all of the learnings and insights of
this model to all 12 of the marketing elements will be a comprehensive process,
requiring an extensive time commitment. Advertising Advertising is probably the ...
... 279-80 relationship building, 243-47 D Daily life, 59-62 DeBeers, 214,215-16
Decision cycle, 156 investigation and, 1 15 makers, 10 privacy, 243 reluctance,
126, 241 Denny, Linda, 230 Details, 67 advertising, 98-99 auto industry, 164 Best
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The Power of the Purse
The Differences That Make a Difference
The GenderTrends Marketing ModelThe BigPicture View
13 other sections not shown
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