Download or read book Marketing to Women written by Marti Barletta and published by Dearborn Trade Publishing. This book was released on 2003 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She provides a detailed field guide for creating and executing a complete marketing plan that targets women.
Download or read book Commercializing Women written by Katherine Toland Frith and published by Hampton Press (NJ). This book was released on 2008 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Commercializing Women is a collection of original essays intended to stimulate discussion about the depictions of women in Asian media. The authors explain how the underlying philosophical and cultural contexts that shape the life experiences of women in Asia are reflected in the media portrayals, especially in advertising. They discuss the influence of Confucianism in China, Korea, Taiwan, and Singapore; the traditional Hindu beliefs that have shaped life for women in India; and finally the role of Islam in constructing social norms for women in Islamic countries like Pakistan. Together these traditional influences along with the new and emerging global cultural values inherent in the media, weave a set of conditions that create the context for images of women in Asian media. Through a sampling of countries in Asia, the authors are able to explore and compare the underlying issues that affect the commercial representation of women in the region." "By drawing on a range of methodologies this book provides scholars with an understanding of the representation of women in advertising from the point of view of message producers who view Asian women as a growing market for clothing and beauty products, as well as from the point of view of many Asian women who see these commercial messages as tools for either subjugation or empowerment."--BOOK JACKET.
Download or read book Globalizing Ideal Beauty written by D. Sutton and published by Springer. This book was released on 2009-09-14 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.
Download or read book Why Marketing to Women Doesn t Work written by J. Darroch and published by Springer. This book was released on 2014-07-05 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.
Download or read book EVEolution written by Faith Popcorn and published by . This book was released on 2001-02-05 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first book which explains why all companies need to market to women AND teaches them how to do it. Women are now the primary decision makers or significant influencers in more than 80% of consumer purchasers. And they're not just buying makeup and washing powder and keeping the storecupboard stocked. Women are responsible for 65% of vehicle purchases, 50% of personal computer purchases and also buy a hefty percentage of all luxury items, travel and leisure products. They have emerged as the most influential consumer force in history. But while there are countless books about how women think differently, talk differently and feel differently, this is the first about how they buy or relate to brands differently. Women want to form a bond with the companies and brands they do business with. And they are increasingly in a position to demand this relationship and to punish marketers who fail to deliver it by taking their business to those few enlightened marketers who 'get it' - the ones who are creating brands that women will want to join, not just to buy. Faith Popcorn, leading consumer trend forecaster and consultant to the Fortune 500, calls this growing trend EVEolution and she predicts it will redefine the way companies and brands of all kinds and all categories create profitable and enduring consumer relationships. In this book she demonstrates the operating principles for good marketers, who, when it comes to their female consumers, have been behaving badly, guiding them through the eight truths that will give them the ability to successfully market to women.
Download or read book Marketing to Women written by Marti Barletta and published by . This book was released on 2011-05 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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(TM) " 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(TM) 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 * Why smart marketers will tap into the profitable market of women 50 years and older-- the " golden bull' s-eye" of target marketing
Download or read book Brandsplaining written by Jane Cunningham and published by Penguin UK. This book was released on 2021-02-18 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment' Amanda Montell, author of Wordslut ________________ Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the monumental gap that exists between the women that appear in the media around us and the women we really are. Their research reveals how our experiences, wants and needs - in all forms - are ignored and misrepresented by an industry that fails to understand us. They propose a radical solution to resolve this once and for all: an innovative framework for marketing that is fresh, exciting, and - at last - sexism-free. ________________ 'If you think we've moved on from 'Good Girl' to 'Go Girl', think again!' Professor Gina Rippon, author of The Gendered Brain 'An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit' Dr Aarathi Prasad, author of Like A Virgin 'This book has the power to change the way we see the world' Sophie Devonshire, CEO, The Marketing Society and author of Superfast
Download or read book Marketing to Women Around the World written by Rena Bartos and published by Harvard Business Review Press. This book was released on 1989 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discusses the quiet revolution, the surge of women into the work force which has transformed the consumer marketplace. Describes in detail how demographics and attitudes among women affect their behavior affect their behavior in the marketplace as consumers.
Download or read book Don t Think Pink written by Lisa Johnson and published by AMACOM/American Management Association. This book was released on 2004 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: The cofounders of ReachWomen--a firm specializing in and advising clients on the behavior of women as consumer--help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.
Download or read book Marketing and Feminism written by Miriam Catterall and published by Routledge. This book was released on 2013-11-05 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts. Key issues and debates include: * the dark side of female consumption * women and marketing in Socialist economies * women and advertising * ecofeminism and marketing * gender, marketing and cultural diversity * marketing, sex and sexuality. Written by internationally recognised experts in marketing and feminism, this book makes a unique contribution to marketing scholarship.
Download or read book Inside Her Pretty Little Head written by Jane Cunningham and published by Cyan Communications. This book was released on 2006 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Women are responsible for making 80% of all purchasing decisions. In short, this makes women the most valuable consumer group in the world. This book, by two leading marketing practitioners, shows companies how to create marketing strategies and brands that will speak powerfully to women. Many marketing and branding strategies attempt to please all of the people all of the time. The authors here demonstrate that the best marketing ideas fall out of understanding the differences between people. The most profound difference is their gender. A deep understanding of this difference can lead to more relevant, meaningful ideas, that will contribute more significantly to a brand's success. For example, recent research indicates that women live by four main codes - the Altruism, Aesthetic, Ordering and Affinity codes - which play a significant role in the way women judge and purchase goods and services. Brands or products that successfully reflect these codes will be the ones that stand out.
Download or read book Just Ask a Woman written by Mary Lou Quinlan and published by John Wiley & Sons. This book was released on 2003-05-26 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: An enlightening blueprint of the secrets of reaching female consumers from the expert Just Ask a Woman is a powerful book about how to tap into female consumers' needs. Mary Quinlan, the founder of the premiere consultancy dedicated to marketing to women, has personally interviewed 3,000 women in the course of her research for Just Ask a Woman. Women are the decision-makers in an estimated eighty-five percent of household buying decisions, and yet far too often, products marketed specifically to them fail to connect with their needs. Here, Quinlan explores topics such as how women judge brands and advertising, how they make decisions, the effects of stress on their consumer behavior, and their increasing demands for service and communication. Quinlan rejects the traditional focus group approach in favor of highly energized and intimate talk sessions where women reveal their deeper feelings about products and services. In Just Ask a Woman marketers, brand managers, and advertisers will find a revelatory resource filled with ideas and action steps for building your brand with women-from a woman who has walked in a marketer's shoes. Mary Lou Quinlan (New York, NY) is the founder and CEO of Just Ask a Woman, a marketing consultancy dedicated to building business with women. Just Ask a Woman is a division of bcom3, a $15 billion global communications firm whose clients include Citigroup/Women & Co., Lifetime, Saks, Hearst Magazines, Toys "R" Us, and Time Inc. Known as a brand-turnaround expert, she has helped to remake brands like Avon and Continental Airlines. Quinlan has been quoted in The New York Times, The Wall Street Journal, Fortune, Fast Company and Advertising Age and appeared on ABC, CNN, CNBC, Lifetime LIVE, Fox and nationally syndicated news shows. Her articles have been published in Marie Claire, Good Housekeeping, Redbook, and More, among others.
Download or read book She Means Business written by Grant J. Schneider and published by Time Home Entertainment. This book was released on 2005-10-01 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What do women want?" While Sigmund Freud may have most famously asked this question, it is a safe bet that he wasn't the first (or last) to puzzle over it. Even in our current complex and self-aware age, women's lives are all too often viewed in the light of familiar generalizations and obsolete notions from terms long past. Surely the truth of a woman's life can best be found in its details. What keeps her up at night? What makes her laugh out loud? What frustrates her? Intrigues her? Inspires her? Fulfills her? To uncover these details and find out what makes woman tick, She Means Business draws in groundbreaking, never before published research conducted by the Time Inc. Women's Group of magazines. The thirteen diverse publications that make up the group, including best-selling titles like People, Parenting, Cooking Light, Essence, In Style, Teen People, Health, BabyTalk, Real Simple, People en Espanol, All You, Cottage Living, and Suede, reach over 45 million women a year. To ensure that its magazines remain the most up-to-date and trusted brands in the business, Time Inc. annually sponsors numerous surveys, focus groups, and large-scale studies across the country, involving more than 30,000 woman - those who read the company's magazines and those who don't. Filled with fascinating insights across a wide spectrum of topics, from health to style to careers to motherhood to personal relationships, She Means Business provides an unparalleled opportunity to better understand the most diverse, dynamic and economically powerful force in today's consumer marketplace.
Download or read book Technology Commercialization and Gender written by Pooran Wynarczyk and published by Springer. This book was released on 2017-08-23 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the gender dimension in technology commercialization through a collection of papers by internationally renowned scholars in the USA, Mexico and Europe. Technology, Commercialization and Gender looks at various gender imbalances in this key innovation area and demonstrates that the construction of gendered identities within male-dominated work environments such as technology commercialization is a complex and lengthy process, often faced with institutional culture obstacles. More gender awareness and openness along all stages of the innovation chain, as well as more research and policy interventions are needed to ensure better use of highly-skilled human capital in knowledge-based economies around the globe.
Download or read book The Routledge Companion to Marketing and Feminism written by Pauline Maclaran and published by Routledge. This book was released on 2022-02-25 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive and authorative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism – particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women’s development and life opportunities. The "F" word is back on the agenda – made high profile by campaigns such as #MeToo and #TimesUp. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars, and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women’s exploitation. Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing.
Download or read book Marketing to the Millennial Woman written by Ann Arnof Fishman and published by Ann a Fishman Generational Targeted Marketing LLC. This book was released on 2015-07-01 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: Yes I can, I am, and I will! This can-do attitude of millennials (Gen Ys)-those born between 1982 and 2000-is redefining the image of the American woman, whether they're employees or customers. Millennial women are confident, strong, bursting with ideas, tech savvy, and champion multi-taskers. They influence every aspect of American business. With off-the-charts buying power, their effect on the economy is unprecedented. So, how can corporate America connect with, understand, and communicate with these 40-million-strong powerhouses? This first-ever illuminating guide unlocks the secrets, values, attitudes, and lifestyles of the millennial woman and offers a clear strategy on how to manage, market, and bond with them. This book is your opportunity to get to know them.
Download or read book Gender and Consumption written by Lydia Martens and published by Routledge. This book was released on 2016-04-15 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing upon anthropological, sociological and historical perspectives, this volume provides a unique insight into women’s domestic consumption. The contributors argue that domestic consumption represents an important lens through which to examine the everyday production and reproduction of socio-economic relations. Through a variety of case studies (such as gambling, wedding day consumption and bedroom décor), the essays explore and reconsider the nature of public and private spaces, and the subsequent nature of domestic space - often by challenging traditional notions of what constitutes ’the domestic’. The volume demonstrates the broad range of experiences that domestic consumption offers women and reveals some of the complex meanings and motivations underpinning women’s consumption practices.
