Martha Barletta has noticed a surge in companies' enthusiasm for marketing to women since the first edition of this guidebook was released in 2003.
She refers to the last three years as the "Age of Enlightenment" in response to new company initiatives to tap into the multibillion-dollar women's market.
In this edition, Barletta, a consultant and president of The TrendSight Group, provides new case studies on marketing techniques that have proven successful. She has added a new chapter on "PrimeTime Women," a high-spending band of women between 50 and 70 whom she refers to as the "mature market" and an "awakening giant" within the consumer world.
Women overwhelmingly control family finances now. Barletta stresses that point. But it's her wry observations throughout the book - "young creative geniuses, often male, are always pushing clients to dare to be edgy ... edgy means someone gets cut, and women don't like to see anyone get hurt" - that may prove most beneficial to marketers seeking to capture a piece of this attractive market segment.
Title Marketing to Women
Author Martha Barletta
Publisher Dearborn Trade Publishing (January 2006), 316 p.