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Posted June 16, 2004
As a consumer group, women represent an enormous opportunity, but chances are your company is missing out on them. Author Martha Barletta says most marketers fail to capitalize on this lucrative market. They don¿t realize its potential or understand fundamental gender differences. As a result, their marketing fails to communicate with women, let alone persuade them. Barletta, a consultant specializing in marketing to women consumers, offers a book heavy on theory and long on detail. Except for a few examples of how ads are executed, the book lacks case studies that would bring these theories to life. Still, Barletta provides good advice on practical applications of these ideas about gender culture. She sheds light on the myths and realities of marketing to women, and provides essays by female experts in the field. What a pity that it all reads like a textbook. Given that, we target this rather educational tome as more appropriate for people who study marketing than for people who do marketing, although thoughtful marketers might still want to take a lookWas this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.