Editorial Reviews
Book Description
Why do Best Buy stores offer a "Just for Kids" section catering to suburban moms? Why did a subsidiary of DeBeers Corporation enlist Halle Berry and Sarah Jessica Parker to promote a "right hand" diamond ring? Why has State Farm Insurance sponsored women’s basketball and professional golf tournaments?
In this snappy second edition of Marketing to Women, author Martha Barletta tells exactly how and why corporations are spending more to capture the multi-billion-dollar women’s market. Updated success stories, statistics about the "power of the purse," examples of the hottest trends in gender-based advertising, practical applications, strategies, and tactics continue to make this the most comprehensive resource to help professionals create and execute a complete marketing plan that targets women.
A new eye-opening section of Marketing to Women highlights the convergence of the two most significant consumer marketing trends in the U.S. today: the aging of America and the growing spending power of women. Marshalling statistics about inheritance patterns and longevity, the author demonstrates why the terms "mature" and "middle-aged woman" no longer apply. Instead, Barletta has coined the phrase "prime-time woman" and shows that yesterday’s "little old lady" will be tomorrow’s "Ms. Moneybags," a marketing target for myriad industries--banking, brokerage, insurance, health, real estate, travel. and self-improvement, just to name a few.
Marketing to Women demonstrates that companies must discard the outdated notion that men carry the cash; otherwise, they’ll find themselves bested by savvy firms eager to serve the mushrooming women’s market. A vital guide to gender marketing, this book may just be one of the most important that professionals read all year. Highlights In Marketing to Women, Barletta reveals:
•How and why women reach different brand purchase decisions than men
•How companies can avoid false assumptions—marketing myths?about women as consumers
•Why smart marketers will tap into the lucrative market of women of 50 years and older
About the Author
Martha Barletta, president of The TrendSight Group, is a recognized authority on gender-focused marketing strategies for wooing women consumers. A Wharton MBA, she honed her marketing and sales talents via a distinguished career at top-flight agencies like McCann-Erickson, TLK, Foote, Cone and Belding, and Frankel, working on award-winning advertising campaigns and national marketing programs. Her lively style, command of her subject, and passion for her topic make her a popular presenter at corporations, conferences, and business schools, including Northwestern University's Kellogg Graduate School of Management. She has been featured on CBS Evening News, NBC Nightly News, CNBC, as well as in The Wall Street Journal, Fast Company, BusinessWeek, Entrepreneur, Harvard Business School’s Working Knowledge newsletter, and the Knowledge@Wharton newsletter.
Marketing to Women : How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment,Martha Barletta,Kaplan Business,1419520199,Business & Economics,Business / Economics / Finance,Business/Economics,Consumer Behavior - General,Marketing,Marketing +,Marketing - General,Marketing - Research,Women consumers,Business & Economics / Marketing / General
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