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Author Barletta, Marti.

Title Marketing to women : how to understand, reach, and increase your share of the world's largest market segment / Martha Barletta.

Imprint [Chicago, Ill.] : Dearborn Trade Publishing, ©2003.

Copies

Location Call No. Status
 University of Saint Joseph: Pope Pius XII Library - Standard Shelving Location  658.804 B257M    Check Shelf
 West Hartford, Noah Webster Library - Non Fiction  658.804 BARLETTA    Check Shelf
Description xxviii, 253 pages : illustrations ; 24 cm
Bibliography Includes bibliographical references (pages 241-244) and index.
Contents Introduction: Unveiling the Market -- pt. I, Why Market to Women? : -- The power of the purse -- The differences that make a difference ; -- pt. II, The GenderTrends Marketing Model--Why and How Women Reach Different Brand Purchase Decisions : -- The GenderTrends marketing model: the big picture view -- The star gender culture -- The circle and compass: response to marketing contacts -- The spiral path: how women make purchase decisions ; -- pt. III, Practical Applications: Strategies and Tactics : -- On your mark: market assessment -- Get set: strategy and tactical planning -- Go! Communications that connect -- Face-to-face: sales and service -- Notes to the CEO ; -- Appendix A : Eight Myths of Marketing to Women: The Myth Resistor -- Appendix B: Gender Trends Geniuses: Follow-Up from Sidebars -- Appendix C: The Best Resources in the Business.
Summary 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. Women make 85 percent of all buying decisions, the majority of corporate purchasing agents and managers are women, and women entrepreneurs account for 70 percent of new business start-ups. This book presents a compelling business case why marketing professionals should allocate real dollars and undivded attention to the largest untapped market in the world- women. -- Publisher description.
Subject Women consumers.
Marketing.
Marketing. (OCoLC)fst01010167
Women consumers. (OCoLC)fst01177530
ISBN 0793159636 (hc)
9780793159635 (hc)
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