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

Marti Barletta

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.

What people are saying

User Review -

Whilst the book may be of some value it is blighted by the presence of the Woozle.
Repeated claims that in the USA 80% of spending decisions are made by women have been traced back to this book. In the Wall St Journal Apr 23 2011Ms. "Barletta concedes that she has no specific source for the figure. "It is sadly one of those rules-of-thumb numbers that everyone in the industry uses," she says."
There is simply no evidence to support the claim, and it's almost cynical that the figure has been used to justify the marketing and consumption of this book.
This has and does cause repeated "Evidence by Citation" or "The Woozle Effect", as identified by Haughton, B 1979.
Multiple studies show the claims of Barletta top be false, circa 80% claim has become an Urban Myth and Meme. Whilst Humour may well be of great value, it is massively reduced when it's used a substitute for actual reality.  

Contents

• The Power of the Purse: 3
• The Differences That Make a Difference: 15
• The Gender Trends 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
• Go Communications That Connect: 165
• Sales and Service: 181
• Notes to the CEO: 207
• Eight Myths of Marketing to Women The Myth Resistor: 215
• Gender Trends Geniuses FollowUp from Sidebars: 221
• The Best Resources in the Business: 235
• Endnotes: 241

Bibliographic information

• Title: Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment; BusinessPro collection; Kaplan Financial Series
• Author: Marti Barletta
• Edition: illustrated
• Publisher: Dearborn Trade Publishing, 2003
• ISBN: 0793159636, 9780793159635
• Length: 253 pages
• Subjects: Business & Economics / Marketing / Direct; Business & Economics / Sales & Selling / General