BOOK REVIEW: Helping marketers read women better

Marketing guru Martha Barletta leaves readers kicking themselves with this long-overdue book that seems to be stating the obvious by its end.

Marketing guru Martha Barletta leaves readers kicking themselves with this long-overdue book that seems to be stating the obvious by its end.

Behind her punchy, sometimes facetious tone, Barletta essentially reprimands readers for not tailoring resources to meet the needs of women, who control 85% of buying decisions in the home. She also outlines how and why women respond differently to marketing messages. The book offers a step-by-step guide for creating and executing a marketing plan that targets this market. Based on findings from anthropology, bioscience, and human development (as well as case studies) Barletta lays out her GenderTrends Marketing Model. The theory shows how ads, PR, product development, and packaging need to take gender differences into account. Barletta ends with "Notes to the CEO," where she asserts that changes toward women's marketing can't happen without top management's support. ------ Title Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Author Martha Barletta Publisher Dearborn Trade Publishing, 253 pages

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