Tesco
Marketing to Women
Book

Marketing to Women

How to Understand, Reach and Increase Your Share of the Largest Market Segment

Martha Barletta
Kaplan Publishing, 2003

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Editorial Rating

7

Qualities

  • Innovative
  • Applicable

Recommendation

As a consumer group, women represent an enormous opportunity, but chances are your company is missing out on them. Author Martha Barletta says most marketers fail to capitalize on this lucrative market. They don’t realize its potential or understand fundamental gender differences. As a result, their marketing fails to communicate with women, let alone persuade them. Barletta, a consultant specializing in marketing to women consumers, offers a book heavy on theory and long on detail. Except for a few examples of how ads are executed, the book lacks case studies that would bring these theories to life. Still, Barletta provides good advice on practical applications of these ideas about gender culture. She sheds light on the myths and realities of marketing to women, and provides essays by female experts in the field. What a pity that it all reads like a textbook. Given that, getAbstract.com targets this rather educational tome as more appropriate for people who study marketing than for people who do marketing, although thoughtful marketers might still want to take a look.

Take-Aways

  • Women represent 51 percent of the population and 80 percent of the purchasing power.
  • Ninety-one percent of women feel misunderstood by advertisers.
  • Women are significant not just in household purchasing, but also in business purchasing.

About the Author

Martha Barletta, president of The TrendSight Group, specializes in gender-focused marketing strategies for women consumers. She has 20 years of ad agency experience working for such brands as Kodak, Kraft and Allstate. Barletta has worked with Northwestern University’s Kellogg Graduate School of Management, and has been featured in AdWeek, the San Francisco Examiner, the Toronto Star and DM News.

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