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Marketing to Women: How to Increase Your Share of the World's Largest Market Hardcover – January 1, 2006

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Editorial Reviews


“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

About the Author

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.

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Product Details

  • Hardcover: 325 pages
  • Publisher: Kaplan Business; 2nd edition (January 1, 2006)
  • Language: English
  • ISBN-10: 1419520199
  • ISBN-13: 978-1419520198
  • Product Dimensions: 6 x 1 x 9 inches
  • Shipping Weight: 1.3 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #794,920 in Books (See Top 100 in Books)

More About the Author

To The Huffington Post, she's "the High Priestess of Marketing to Women;" to TIME magazine, "the Chief Rabbi of the Sheconomy." Renowned business guru Tom Peters calls her "the First Lady of Marketing to Women" and says "she is one of the best presenters, male or female, I've ever seen."

Marti Barletta uses her proprietary GenderGenius™ principles and The Buyer Multiplier™ toolkit to help B2C and B2B clients get more customers, and make more money per customer. Her first book, Marketing to Women, is available in 19 languages. Her latest book, PrimeTime Women, focuses in on the market's high-spending sweet spot - women in their mid-life prime - and shows marketers how to use this under-served segment's growth, size and buying power to turbocharge their business results.

As the go-to authority on marketing and selling to women, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Inc., Fast Company, TIME, Bloomberg Businessweek, and many other publications worldwide.

A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including countries as diverse as Australia, Chile, Denmark, Dubai, Japan, Spain and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including automotive, banking, consumer products, investment services, retail, travel/tourism and eal estate development, to name a few. She is proud that numerous clients have booked her for return appearances and sponsored her for speaking series to their own customers.

Ms. Barletta's F500 consulting clients have included Diageo, Ford, GE Appliances, Logitech, Pfizer, Volvo and others (complete list at She has recently expanded her offerings to make them accessible to mid-size enterprises via customized coaching arrangements; and small businesses will soon be able to access her ideas through webinars, self-study seminars and group coaching programs.

Her lively style, command of her subject and passion for her topic create engagement and "Aha!" moments among everyone she works with. She connects easily with audiences and clients, who enjoy her sense of humor and love her practical tactics tailored specifically to their business issues and opportunities.

Customer Reviews

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Most Helpful Customer Reviews

15 of 16 people found the following review helpful By Pamela K. Gitta on May 10, 2006
Format: Hardcover
"Marketing to Women" isn't just a collection of polls and observations pulled together by someone looking to write a bestseller. There is hard science to back up many of Barletta's assertions about how men and women see the world differently, and why marketers should care.

The main reason why we should care, is $6,144,000,000,000. Yes, that 6 is in the TRILLIONS column. That's how much money American women spend in a year, according to a 2004 "Time" magazine report.

Barletta presents a comprehensive, if often strident, explanation of what business owners stand to lose if their advertising doesn't drop two persistent beliefs about society: that men do the spending, and that youth is all everyone cares about. She gives many examples of companies that have moved beyond those beliefs, and ways that other industries can do the same.

One of her standout case studies is Lowe's Home Improvement Stores. In the "men's world" of home improvement, women actually make most purchases (over 60%) and drive 80% of them. Lowe's noticed that, and their efforts to make their stores physically and psychologically appealing to women have paid off. As she explains, there is more to catching our fancy than producing a line of pink hand tools (that's condescending), but catch it you can (with better lighting and bigger paint departments).

The book does have a shortcoming, though, and it's a big one. Barletta has an axe to grind, and she wants to do it on the forehead of the nearest male. She isn't content to let her large collection of both social and scientific data make her case for marketing to women. Her snide remarks weaken her case on two fronts: by turning off the very people who stand to gain the most from her research, and by damaging her reputation as a leader in her field.

But if you can ignore the sniping-and I strongly suggest that you do-this book may be the single most profitable purchase you're going to make in a long time.
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8 of 8 people found the following review helpful By Stephen Topper on November 8, 2006
Format: Hardcover
It's worth your time and money to buy and read Barletta's second edition for Chapter 11 alone. Titled: "PrimeTime Women: The Target Marketer's Golden Bulls-Eye," this is a totally new chapter packed full of statistics and information on what promises to be a very lucrative market segment for marketers wise enough to pursue it. Best of all, Barletta not only describes the market in detail, she provides creative recommendations and tips for reaching these women.
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13 of 16 people found the following review helpful By Brad Shorr on September 14, 2006
Format: Hardcover Verified Purchase
You could fill a football stadium with books about marketing, but only a handful could be categorized as "groundbreaking". This book might fit that definition. Ms. Barletta's ideas about gender marketing were certainly new to me, made enormous sense, and seriously challenge conventional wisdom.

She begins with an overview of how men and women differ in personality, behavior, and temperment. Her observations ring true and will bring a smile to anyone who has ever had a relationship with a member of the opposite sex. Next comes a detailed, step-by-step "how-to" manual of how to create marketing programs and materials that attract women. This nuts-and-bolts information is useful not only for gender marketing, but as a comprehensive guide to managing a marketing program in general. She then devotes some attention to techniques of selling to women and wraps up with an overview of the "Big Picture".

Some people, like me, might be surprised to learn how much buying power and influence women have. (They have most of it.) And--women's influence is growing as baby boomers age!

As I read the book, it began to dawn on me just how male-centric advertising is, and how so many advertisers are missing a golden opportunity to attract new business by shaping their message to women. Plus, it's a no-brainer, because women-based marketing seems to help with the guys, too. A key point Barletta stresses over and over is that women are more demanding customers than men. Therefore, she says, if you meet the expectations of a woman, you will exceed the expectations of a man. I think that makes sense.

The book does anything but bash men, which I liked, being one. Barletta even concedes men's superiority in some areas, such as abstract and spacial thinking.
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3 of 3 people found the following review helpful By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on July 8, 2009
Format: Hardcover
In this uniquely informative volume, Barletta answers three separate but related questions: What makes women a worthwhile market? Why market differently to women? and How do we get beyond gender generalities to actionable tactics? In her Introduction, she lists "Eight Myths of Marketing to Women" which, during the course of her book's narrative, she convincingly repudiates. For example, #5: With women, marketing is all about relationships. "While it's true that women put more emphasis on relationships -- personal and corporate -- than men do, their purchase decisions and response to communications are affected by far more than `relationships.' From word meaning to word-of-mouth referrals, product priorities to Internet usage patterns, women differ from men in many, many marketing dimensions. And, to overlook their complexities would be to undermine the effectiveness of your company's programs." According to Barletta, there are four components of the women's market: earning power ("What's in her wallet?"), high-net worth women ("the ultimate asset-holders"), consumer spending power (the "household chief purchasing officer"), and women in business ("controlling the company checkbook").
A majority of consumers in the U.S. are women. Research indicates that online spending will increase 26% this year to $96 billion. Consumer spending accounts for two-thirds of the economy and women influence 95% and make 85% of all consumer buying decisions; moreover, the majority of corporate purchasing agents and managers are women. Female entrepreneurs account for 70% of new business start-ups. If you are still unconvinced of the upside potential of marketing to women, consider these facts:

* Between 1970 and 1990, the number of women living alone doubled from 7.3 million to 15.
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