- Hardcover: 304 pages
- Publisher: Kaplan Business; 2nd Revised edition edition (1 Jan 2006)
- Language English
- ISBN-10: 1419520199
- ISBN-13: 978-1419520198
- Product Dimensions: 23.4 x 16 x 2.6 cm
- Amazon Bestsellers Rank: 550,656 in Books (See Top 100 in Books)
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Why do Best Buy stores offer "Personal Assistants?" Why does MinuteClinic operate in Target and Cub Foods stores? Why does Kimpton Hotels tie in with the national Dress for Success cause? Why is the author of this book called the "godmother" of the new Volvo concept car? In this lively 2nd edition of "Marketing to Women", Marti Barletta tells you why corporations are spending more to capture the multitrillion 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 professionals create and execute a marketing plan that targets women. An eye-opening new chapter highlights the convergence of the two most significant consumer marketing trends today: the aging of America and the growing financial power of women. Marshalling statistics about inheritance patterns and longevity, Barletta coins the phrase "PrimeTime Women[trademark]" to show how yesterday's "little old lady" will be tomorrow's "Ms. Moneybags," a target for myriad industries-banking, brokerage, insurance, health, real estate, travel, and self-improvement, just to name a few.In "Marketing to Women", Barletta reveals: how and why women reach different brand purchase decisions than men; how to use her proprietary GenderTrends[trademark] Marketing Model to create strategies and tactics that will win women's brand loyalty; how to hook women consumers with new products, relevant communications, smart selling techniques, and the right marketing strategies; and, why smart marketers will tap into the profitable market of women 50 years and older-the "golden bull's-eye" of target marketing.
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16 reviews
14 of 15 people found the following review helpful
Business owners! Read this book and watch your revenue soar.
10 May 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.
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.
8 of 8 people found the following review helpful
An very informative update to her first edition
8 Nov 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.
13 of 15 people found the following review helpful
A Real Eye Opener
14 Sep 2006
Format:Hardcover|Amazon 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. (She proves it by including a few graphic representations of her model that are virtually incomprehensible.)
In some cases, I think she draws her lines too sharply between the sexes. For instance, the idea that men like features and women like benefits seems like an overgeneralization. True, men can get caught up in a gadget's bells and whistles, but I've seen women analyze features into the ground when shopping for an appliance or car. And plenty of men like to hear about benefits and get bored stiff with technical talk about features.
Anyway, this book could open your eyes to all sorts of new opportunities to make money. It's a valuable read for anyone in marketing.
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. (She proves it by including a few graphic representations of her model that are virtually incomprehensible.)
In some cases, I think she draws her lines too sharply between the sexes. For instance, the idea that men like features and women like benefits seems like an overgeneralization. True, men can get caught up in a gadget's bells and whistles, but I've seen women analyze features into the ground when shopping for an appliance or car. And plenty of men like to hear about benefits and get bored stiff with technical talk about features.
Anyway, this book could open your eyes to all sorts of new opportunities to make money. It's a valuable read for anyone in marketing.
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