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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Keep your eye on the baby boomers. I've said it before, and I'll say it again in
Chapter 11, for two very good reasons: First, it's remarkably difficult to break our
culture's absolute conviction that young consumers are every marketer's best ...
From 1992 to 2020, the number of people age 50- plus is expected to increase
76 percent, while the number under age 50 will decrease 1 percent.3 • Going "
boom." In all, there are about 78 million baby boomers. In 1995, they began to
The generation that comes after the baby boomers was formerly called the "baby
bust" to reflect a dramatic dip in the birth rate that occurred during the upheaval
years of the Vietnam War and Watergate. Now more politely renamed Generation
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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