Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment

Front Cover
Dearborn Trade Publishing, 2003 - Business & Economics - 253 pages
Marketing 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.

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Contents

The Power of the Purse
3
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
Sales and Service
181
Presenting Your Case
192
Closing the Sale
199
Notes to the CEO
207
Eight Myths of Marketing to Women The Myth Resistor
215
FollowUp from Sidebars
221
The Best Resources in the Business
235
Endnotes
241

Go Communications That Connect
165

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