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Essay / Research Paper Abstract
This 5 page paper is a comprehensive review of Martha Barletta’s book “Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment”. The paper looks at the contents of the book, the main arguments and the value that it may add to the marketing environment. The bibliography cites 1 source.
Page Count:
5 pages (~225 words per page)
File: TS14_TEwomenm.rtf
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Unformatted sample text from the term paper:
ever before, increasing their earning power and education and demanding equality. Marketers have often accepted that women have an influence on many household purchases, acting as gatekeepers, but as the
power of women increases the sphere of their influence also increases and markets need to allow for this when marketing product, even those that may have traditionally be aimed at
men. This means changing the way goods are marketed and is the subject of Martha Barlettas book Marketing to Women: How to Understand, Reach, and Increase Your Share of the
Worlds Largest Market Segment. The book is written with the aim of enlightening marketers not to new theories and ideas, but to patterns that are already occurring, explaining what and
why there are changes in the market and then showing them how to adapt to those changes. The book is divided into parts as well as chapters, these look
initially at the background, and then move onto the "Gender Trends" which outlines the different way in which women reach a purchase decision compared to men. The third part of
the book then looks at applying the theories of part two into marketing in the real world. As such this may be seen as a marketing book, but it is
also a primer for many who may be set in their ways and need to be shaken into understanding the largest single target market. The book starts by explaining
how and why women became such a powerful group in a patriarchal society. Men are still the dominate gender. The changes starts with the silent generation, the 1929 - 1945
generation who went to work to support the nations, but in doing so found they were jot only capable of supporting themselves and doing the work, but liked the associated
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