Marketing to Women

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pic info: 2007-05-29/0793159636_orig
Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment by Marti Barletta (Author)
Publisher: Kaplan Business (December 12, 2002) | ISBN-10: 0793159636 | PDF | 1,4 Mb | 288 pages
"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


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ID119190 119190 shropshire 30 May 2007 03:19 Thanks for the interesting book. ID:417399 417399 criscros 30 May 2007 06:51 thanks. ID:417453 417453 bossa_curiosa 31 May 2007 06:06 Thank you! ID:417550 417550

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