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| | Amazon.com: Marketing to Women : How to Understand, Reach, and Increase Your Share of the Largest Market Segment: ... (Site not responding. Last check: 2007-10-21) |
 | | 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. |
 | | And, to overlook their complexities would be to undermine the effectiveness of your company's programs." According to Barletta, there are four components of the women's market: earning power ("What's in her wallet?"), high-net worth women ("the ultimate asset-holders"), consumer spending power (the "household chief purchasing officer"), and women in business ("controlling the company checkbook"). |
| www.amazon.com /exec/obidos/tg/detail/-/0793159636?v=glance (2535 words) |
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