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Marketing to Women Hardcover – January 18, 2007
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"Women are the world's most powerful consumers." So begins Barletta as she presents her thesis that men's marketing doesn't work for women. We learn that in comparison to men, women have a very different set of priorities, preferences, and attitudes; their purchase decisions are radically different; and they respond differently to marketing media and messages. The purpose of this book, then, is to explain why marketing to women should be different than it is to men and to help readers avoid neglecting women in their marketing strategies, gain understanding of what makes them a worthwhile market, and develop specific action plans directed at women. Barletta presents her model for understanding women's responses to marketing efforts and then applies that model to the planning process for most markets. Also, she urges CEOs to gain an understanding of the importance of marketing to women so that necessary corporate resources and support will be provided. This book offers important insight for today's highly competitive marketplace. Mary Whaley
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"Barletta's book contains more of the kind of information that resonates with marketers, regardless of gender." -- Wharton's Knowledge@Work newsletter
Barletta produces solid advice on how to market products that both appeal to women and increase company profitability." -- Harvard Business School, Working Knowledge newsletter
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Top Customer Reviews
I have to say I'm disappointed with the minor male bashing in the book. Some of her male point of views are a bit extreme, for example: "Men, on the other hand, are more likely to hold the view that people are important, but no more important or interesting than current events or new ideas in computer animation, or something more material like cars or cameras." I value my relationships and found this a bit extreme. Do all women think this?
I took off one star for her point of view on men, but other than that this is a good book. If you are marketing to women, this book will give you insight on the subject.
I found Marketing to Women, read it cover to cover (I could not put it down), and have now made it mandatory reading for anyone associated with our company. Barletta offers great insights and provokes "out of the box thinking."
As an extra aside, I learned a lot about female buying habits (Eg. women need to find the perfect answer) that, in the past, frustrated me. This book has and will continue improve my relationship not only with my female customers, but also, and probably most importantly, with my wife, and daughter.
Marti Barletta's "Marketing to Women" is the fourth marketing book I've read cover-to-cover. Keeping in mind that women account directly and indirectly for an estimated 80% of buying in the consumer economy, "marketing to Women" is a proverbial "must read" for everyone in marketing. Barletta's marketing wisdom, spiced here and there with a dash of puckerish humor, if not enough to turn a person into a marketer of wizardly proportions, is surely enough to at the very least double a marketer's effectiveness.
Barletta claims that "Marketing to Women" is the first book ever that deals with the "nuts and bolts" of marketing to women. She's probably right, and if so, that claim suggests how much out of tune most marketing is with reality.
No serious reader of this remarkable, far-reaching though accessible book, will come to the last period of the last sentence of its last chapter without knowing a great deal more about themselves as well as how to more effectively market to the biggest market on the planet -- women! Barletta explores seminal differences between men and women that everyone, marketer or not, would do well to understand for personal as well as for professional reasons. For instance, what does it mean in terms of differences in shopping and buying behavior that when men win in a game, their testosterone levels increase, but women's testosterone levels increase whether or not they win if they played a good game? It means a great deal, and "Marketing to Women" tells you why. Clue: It has to do with customary - and crucial - differences between men and women in relationship nurturing and management.
Anyone in marketing who does not know that adults over 40 have become the New Customer Majority are about as prepared for today's marketplace realities as a wheelwright applying for a job at General Motors. People aged 40 and older constitute the only high-growth consumer population. The sweet spot of this population is, of course, boomers, but the sweetest spot of all is boomer women. If you don't know how these women think, feel, shop and buy, you can only play a pin-the-tail-on-the-donkey kind of marketing that relies on trial-and-error speculative approaches.
Barletta draws on new discoveries in brain science and human genome studies to retire the controversial idea that was most in vogue during the 1960s and 70s that held that aside from reproductive systems, no essential differences exist between males and females. Au contraire; the differences are immense and this shows up decisively in shopping and buying behavior. Yet, aside from personal and household products, and despite women accounting for 80% or so of consumer purchases, differences between males and females are widely ignored by marketers. In fact, as Barletta aptly shows, marketing reflects a clear-cut bias against the feminine values that characterize most of what happens in the consumer marketplace. Go figure. No -- read Marti Barletta's book.
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