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


by Martha Barletta

Editorial Reviews

From Booklist
"Women are the world's most powerful consumers." So begins Barletta as she presents her thesis that men's marketing doesn't work for women. We learn that in comparison to men, women have a very different set of priorities, preferences, and attitudes; their purchase decisions are radically different; and they respond differently to marketing media and messages. The purpose of this book, then, is to explain why marketing to women should be different than it is to men and to help readers avoid neglecting women in their marketing strategies, gain understanding of what makes them a worthwhile market, and develop specific action plans directed at women. Barletta presents her model for understanding women's responses to marketing efforts and then applies that model to the planning process for most markets. Also, she urges CEOs to gain an understanding of the importance of marketing to women so that necessary corporate resources and support will be provided. This book offers important insight for today's highly competitive marketplace. Mary Whaley
Copyright © American Library Association. All rights reserved

Product Description:
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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