num_pages: 288
description: The numbers don’t lie. In today’s extraordinarily competitive environment, marketing to women is unequivocally the fastest track to sales growth, share dominance, and profit improvement. Consider these remarkable Consumer spending accounts for two-thirds of the economy—and women make 85 percent of all consumer buying decisions. The majority of corporate purchasing agents and managers are women. And women entrepreneurs account for 70 percent of new business start-ups. In Marketing to Women, marketing expert Martha Barletta presents a compelling business case why marketing professionals, men and women alike, should allocate real dollars and undivided attention to the largest untapped market in the world—women. A concise summary of key gender findings from fields as varied as anthropology, biochemistry, and psychology serves as the foundation for her observations. Her proprietary GenderTrends® Marketing Model then explains why women reach different brand purchase decisions than men, and how they react differently to the 12 marketing elements marketers use to influence those decisions. Some of the insights offered in Marketing to Women · Different communication patterns make traditional consumer research methods relatively ineffective in getting at women’s real buying drivers. Learn how to adapt your research to reveal what you really need to know to capture your share of women’s wallets. · Women are motivated by different perceptions, priorities, and preferences than men are. Understand the fundamentals of female gender culture and how they should completely change your approach to advertising. · Whereas male buyers are seeking "a good solution," female shoppers are looking for the Perfect Answer. Find out what the difference is and what it means for your sales strategies. With carefully researched gender expertise, 20 years of hands-on marketing experience, and a wry sense of humor, Barletta shows readers how to use gender-savvy strategies to outsmart the competition. Loaded with real-life examples and specific "how to" techniques, Marketing to Women provides a detailed field guide for creating a tactically actionable marketing plan to bring women to your brand and boost sales and profits into overdrive.
language: English
title: Marketing to Women
titlecomplete: Marketing to Women
genres: Nonfiction, Business
ratings_count: 93
publisher: Kaplan Publishing