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Author: Marti Barletta Publisher: Dearborn Trade Publishing ISBN: 9780793159635 Category : Business & Economics Languages : en Pages : 290
Book Description
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.
Author: Marti Barletta Publisher: Dearborn Trade Publishing ISBN: 9780793159635 Category : Business & Economics Languages : en Pages : 290
Book Description
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.
Author: J. Darroch Publisher: Springer ISBN: 1137358173 Category : Business & Economics Languages : en Pages : 250
Book Description
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.
Author: Joan Marques Publisher: Springer Nature ISBN: 3030643190 Category : Business & Economics Languages : en Pages : 495
Book Description
A timely work that reviews the phenomenon of gender and its many manifestations of equality. Well-suited for increasing awareness and justice in academic and professional environments, this collective work addresses long-standing and ongoing social problems such as discrimination, stereotyping, prejudice, as well as a plethora of societal and industry influences that sustain the trend of gender imbalance. Aiming to span a broad scope in time, backgrounds and implementation, this book presents a wide variety of topics, including a historical overview, contemporary gender-based Issues, gender approaches across the disciplines, and cultural influences. The reader is guaranteed to confront existing biases when digesting topics related to gender communication differences, stereotypes, tensions and resistances, assigned social roles, transgenderism, non-binary identities, tension fields between equality and equity, relational aggression, and more. A critical underlying aim of this book is to contribute constructively and progressively to the dialogue on the definition of gender, thus addressing an ongoing challenge for policy makers, organizational leaders, and scholars.
Author: Jane Cunningham Publisher: Penguin UK ISBN: 0241456010 Category : Business & Economics Languages : en Pages : 240
Book Description
'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
Author: Amanda Stevens Publisher: GOKO Publishing ISBN: 9780646488790 Category : Marketing Languages : en Pages : 221
Book Description
A step-by-step understanding of what makes women different to men and how those differences manifest themselves at the checkout. You'll find over 50 examples and case studies for television, direct mail, magazine and online. Learn fact from fiction and a proven, no-nonsense system for gear your marketing plan to harness a greater share of the growing female consumer dollar.
Author: Rena Bartos Publisher: Harvard Business Review Press ISBN: Category : Business & Economics Languages : en Pages : 352
Book Description
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.
Author: Lisa Johnson Publisher: AMACOM/American Management Association ISBN: 9780814428009 Category : Business & Economics Languages : en Pages : 248
Book Description
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.
Author: Gloria Moss Publisher: Routledge ISBN: 1351934511 Category : Business & Economics Languages : en Pages : 250
Book Description
Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences our visual perception. In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in which their design and marketing is perceived by men and women, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror preferences of customers rather than those of senior managers.
Author: Bridget Brennan Publisher: Crown Currency ISBN: 0307450392 Category : Business & Economics Languages : en Pages : 322
Book Description
If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most. • No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked. • The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning. • The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel. At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.
Author: Marti Barletta
Author: Marti Barletta
Author: J. Darroch
Author: Joan Marques
Author: Theda C. Snyder
Author: Jane Cunningham
Author: Amanda Stevens
Author: Rena Bartos
Author: Lisa Johnson
Author: Gloria Moss
Author: Bridget Brennan