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

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Dearborn Trade Publishing, 2003 - Business & Economics - 253 pages
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"Marketing to Women shows why the women's market is the fastest track to strong business results in today's extraordinarily competitive environment, and an increasingly important and powerful market segment which companies cannot afford to ignore.


According to marketing authority Martha Barletta, companies that fail to recognize the power of the woman buyer are leaving money on the table. In her book, "Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment, marketing expert Martha Barletta presents a compelling business case for why marketing professionals, men and women alike, should allocate real dollars and undivided attention to 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 field guide for creating and executing a complete marketing plan that targets women.

 

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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 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
Go Communications That Connect
165
Sales and Service
181
Notes to the CEO
207
Eight Myths of Marketing to Women The Myth Resistor
215
GenderTrends Geniuses FollowUp from Sidebars
221
The Best Resources in the Business
235
Endnotes
241
Copyright

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About the author (2003)

Martha Barletta, president of The TrendSight Group, is a recognized authority on gender-focused marketing strategies for women consumers. She spent more than 20 years refining her sales and marketing methodologies at top-flight ad agencies working for such brands as Kodak, Kraft, and Allstate. Barletta has offered her expertise to business schools, including Northwestern University's Kellogg Graduate School of Management, and has been featured in AdWeek, the San Francisco Examiner, the Toronto Star, and DM News.

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