Why do Best Buy stores offer “ Personal Assistants?” Why does MinuteClinic operate in Target and Cub Foods stores? Why does Kimpton Hotels tie in with the national Dress for Success cause? Why is the author of this book called the “ godmother” of the new Volvo concept car?
In this lively 2nd edition of Marketing to Women, Marti Barletta tells you why corporations are spending more to capture the multitrillion dollar women’ s market. Updated success stories, original strategies and applications, and gender-effective advertising “ best practices” make this the most comprehensive resource to help professionals create and execute a marketing plan that targets women.
An eye-opening new chapter highlights the convergence of the two most significant consumer marketing trends today: the aging of America and the growing financial power of women. Marshalling statistics about inheritance patterns and longevity, Barletta coins the phrase “ PrimeTime Women™ ” to show how yesterday’ s “ little old lady” will be tomorrow’ s “ Ms. Moneybags,” a target for myriad industries— banking, brokerage, insurance, health, real estate, travel, and self-improvement, just to name a few.
In Marketing to Women, Barletta reveals:
* How and why women reach different brand purchase decisions than men
* How to use her proprietary GenderTrends™ Marketing Model to create strategies and tactics that will win women’ s brand loyalty
* How to hook women consumers with new products, relevant communications, smart selling techniques, and the right marketing strategies
* Why smart marketers will tap into the profitable market of women 50 years and older— the “ golden bull’ s-eye” of target marketing
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About the Author
Marti Barletta, president of The TrendSight Group, is an internationally recognized authority on gender-savvy marketing strategies for wooing women consumers. A Wharton MBA, she honed her marketing and sales talents at top-flight agencies like McCann-Erickson, Foote, Cone and Belding, and Frankel. She has been featured on CBS Evening News and NBC Nightly News, and in Ad Age, Brandweek, BusinessWeek, The Wall Street Journal, and Fast Company. She is the author of Marketing to Women and co-author with Tom Peters of Trends.
What People are Saying About This
I love this book. It is the first book on the women's market that looks at
women in terms of what they really care about rather than in terms of what
marketers think they care about. And Marti's style of mixing fact,
experience, and example to develop her point of view makes it a 'page
turner' with at least one 'wow' in every chapter. Clearly required reading
for any marketer.
Chairman, The Everest Group
Ignore this book and you could be leaving half the money on the table. Half
of my customers are fundamentally different from the other half. This book
shows marketers and salespeople what women want! Well researched and very
readable, the book lays out some fascinating findings about gender
differences and then illustrates how to translate them into savvy strategy
and actionable tactics. Barletta brings real-world experience to her ideas
and backs them up with countless examples. Any marketer
-male or female-trying to sell to women has got to get this book!
Chief Revenue Officer, The Weather Channel Interactive
If you want to make more money, you'll want to buy this book. It's as
simple as that. Barletta gives you all the right reasons to finally 'get'
that women aren't a niche, they're the market. This isn't about sexual
politics; it's about increasing revenue and market share.
Cofounder and Editor-in-Chief, iVillage
Martha Barletta's insights on marketing to women are plenty, often both
surprising and self-evident. They are well documented, served with clarity,
and quite often with a delightful sense of humour. I urge you to grasp,
learn, and become inspired.
President and CEO, Volvo Car Corporation (Sweden)
Marti approaches marketing to women with a zesty blend of wit and
intelligence, backed up with enough just plain marketing smarts to inform
and inspire you to take proper advantage of this enormous opportunity. So,
after reading Marketing to Women, you may find yourself doing more than
adding an element to your marketing plan. You may in fact change your whole
Senior Vice President, Director of Marketing Communications, Wachovia Bank
I see the forest! Marketing to Women unveils an incredible market potential
that can be leveraged by almost any business today. This stuff should be
standard reading for every business executive.
Vice President, National Sales and Marketing, SBC Directory Operations
For so many businesses today, women consumers represent a huge market,
their biggest growth opportunity, and their competitors' most significant
vulnerability. This book is full of revenue-growing and profit-increasing
insight on exactly how to design for and sell to the female half of the
population. Better read and apply these principles before your competition
Professor of Marketing, Kellogg Graduate School of Management, Northwestern University
Marketing to Women reveals important insights for successfully marketing
products and services to the growing women's market. When businesses
understand and meet the complex needs of women, they can successfully grow
their market share. In this book, Martha Barletta provides the tools that
enable businesses to do just that.
Executive Vice President and Chief Marketing Officer, Office Depot, Inc.
I couldn't put this book down-the ideas make so much sense, the thought
pattern is so clear and logical-I finally understand the WHY of women's
purchasing decisions. How could marketers be so blind for so long?! I'm
enthusiastically recommending this book to all my male and female
colleagues. Anyone looking for some eye-opening insights as well as both
personal and professional inspiration should read Marketing to Women right
Information Services Officer, Marketing Information Centre, Marketing Federation of Southern Africa
While consumer products companies like Kraft have long recognized the
importance of women as gatekeepers and customers, Marti provides a fresh
perspective into the power of women in the total marketplace. If you are
interested in marketing to women, this book will not only show you how to do
so, but why it's important for growing your business.
Co-CEO, Kraft Foods Inc., and President and CEO, Kraft Foods North America