Back by popular demand in a new printing, Marketing to Women by Marti Barletta tells you why corporations are spending more than ever before to capture the multi-trillion-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 brand managers, marketers, and advertising professionals create and execute the most effective marketing plans for reaching women.
In Marketing to Women, Barletta reveals:
-- How and why women reach different brand purchase decisions than men do.
-- How to use her proprietary GenderTrendsTM Marketing Model to create strategies and tactics that will win women's brand loyalty.
-- How to develop new products, relevant communications, smart selling techniques, and the right marketing strategies.
In addition, Marti explains what you need to know about the lucrative market of women aged 50 years and older the golden bull's-eye of target marketing.
Essential reading for everyone on your team.
This book was originally published in 2006.
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Martha Barletta, president of The TrendSight Group, is a recognized authority on gender-focused marketing strategies for wooing women consumers. A Wharton MBA, she honed her marketing and sales talents via a distinguished career at top-flight agencies like McCann-Erickson, TLK, Foote, Cone and Belding, and Frankel, working on award-winning advertising campaigns and national marketing programs. Her lively style, command of her subject, and passion for her topic make her a popular presenter at corporations, conferences, and business schools. She has been quoted on CBS Evening News, NBC Nightly News, and ABC Money Matters, and in the Wall Street Journal, Fast Company, the New York Times, Fortune, BusinessWeek, Brandweek, Ad Age, and many other publications worldwide.Review:
Marti Barletta is a key thought leader when it comes to marketing to women. Marti has uncovered a mountain of relevant and actionable insights into women that would help any company gain a competitive advantage. Philip Kotler
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. --Kirt Hibbitts, Senior Vice President, Director of Marketing Communications, Wachovia Bank
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