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Summary: The definitive analysis!
Review: Finally a text that gets right to the heart of the differences and similarities of the topic. I thought we WERE marketing to women until I read this book. Now I need copies for all of my marketing staff. Thank you, Ms. Barletta! I should share my bonus with you (but I won't).
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Summary: Good information but it could be more professional.
Review: First off, I'm a guy. I found this book had a lot of information that I never knew before. I asked a few women I knew and was suprised that their responses were identical to the information in the book. For example what they liked to see in advertisements and what they said their aspirations were, were identical to what was said in the book. Some of it made no sense to me but it made perfect sense to the women I asked.I have to say I'm disappointed with the minor male bashing in the book. Some of her male point of views are a bit extreme, for example: "Men, on the other hand, are more likely to hold the view that people are important, but no more important or interesting than current events or new ideas in computer animation, or something more material like cars or cameras." I value my relationships and found this a bit extreme. Do all women think this? I took off one star for her point of view on men, but other than that this is a good book. If you are marketing to women, this book will give you insight on the subject.
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Summary: Original and useful thinking
Review: I've read many books (and written two) about gender over the last few years. I found this book very enjoyable reading with new information, packaged stylishly and originally, written with bright, light humor. It was more useful than many business self-help books, but also more fun to read!
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Summary: Erases all Doubts
Review: If you ever doubted that women represent a woefully overlooked marketing opportunity, this book will erase those doubts once and for all. First, Ms. Barletta sizes this market in sheers number, dollars and cents. Then she demolishes the many myths and misconceptions that have kept marketers from effectively recognizing or reaching it.
To do so, she initially takes the reader on a fascinating tour of the latest finding of evolutionary psychologists, biochemists and those who study the structure of the human brain, proving beyond the shadow of a doubt that, (duh), women are very different than men. But seriously, in ways that have a profound effect on how they arrive at purchasing decisions.
She then introduces us to her proprietary GenderTrends™ marketing model, which is interesting although unlikely to reach the stature of BCG's four-quadrant matrix. (Doesn't every consultant have to have some sort of "proprietary" model?). What this model leads to, though, are some very interesting observations on how and why certain messages or approaches will work with women far better than they might work with men.
Lastly, she concludes with a long section devoted to practical applications based on her insights. Some you may think make sense, others not. But given the enormous purchasing power controlled by this segment, it would be a mistake for any marketer to ignore this well-written resource.
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Summary: How to Succeed in the World's Largest Market Segment
Review: In this uniquely informative volume, Barletta answers three separate but related questions: What makes women a worthwhile market? Why market differently to women? and How do we get beyond gender generalities to actionable tactics? In her Introduction, she lists "Eight Myths of Marketing to Women" which, during the course of her book's narrative, she convincingly repudiates. For example, #5: With women, marketing is all about relationships. "While it's true that women put more emphasis on relationships -- personal and corporate -- than men do, their purchase decisions and response to communications are affected by far more than 'relationships.' From word meaning to word-of-mouth referrals, product priorities to Internet usage patterns, women differ from men in many, many marketing dimensions. 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"). A majority of consumers in the U.S. are women. Research indicates that online spending will increase 26% this year to $96 billion. Consumer spending accounts for two-thirds of the economy and women influence 95% and make 85% of all consumer buying decisions; moreover, the majority of corporate purchasing agents and managers are women. Female entrepreneurs account for 70% of new business start-ups. If you are still unconvinced of the upside potential of marketing to women, consider these facts: • Between 1970 and 1990, the number of women living alone doubled from 7.3 million to 15.3 million and this pattern has continued. • At least 55% of those online each day are women. • By the year 2010, women will control 60% of wealth in the U.S. • College students were responsible for $210 billion in sales in 2002 and 58% of them were female. • Women purchase more than 50% of the cars and own more than 46% of the homes in the U.S. • More than half of all business travelers are women. In Part II of her book, Barletta introduces and then explains what she calls the GenderTrends™Marketing Model, a systematic and simple tool to help her readers understand, reach, and increase their share of the world's largest market -- women. The model is designed to achieve three objectives: 1. "Structure the complexities of the gender differences into an organized view of female [in italics] gender culture." 2. "Show you how gender culture interacts with each of the 12 [in italics] marketing elements [end italics] in the marketing mix." 3. "Apply the resulting insights to the four stages of the consumer's [in italics] purchase path." FYI, the four are activation through market entry, nomination of purchase options to consider, investigation and decision with regard to nominees, and finally, succession (i.e. repeat business and, hopefully, evangelistic loyalty). Few books fully deliver on the promises stated or implied in their subtitle. Barletta's book is the commendable exception. She offers a wealth of information and an abundance of wisdom which will help decision-makers in literally any organization (regardless of size or nature) to understand, reach, and increase their share of "the world's largest market segment." This book provides just about everything you need to do precisely that. What are you waiting for?
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Summary: Increase Your Sales Marketing to Women!
Review: Increase Your Sales Marketing to Women! Looking for new customers? Looking to increase sales? Want a larger market share? Run-Don't walk--to your nearest bookstore and grab up your copy of Martha Barletta's Marketing to Women! This engaging, well-written book walks you step-by-step through the process of understanding, reaching, speaking to and capturing this huge, as yet fairly untapped, market. Barletta understands communication, motivation and sales strategy. She writes with a wry, good humor and interesting asides. She uses real-life examples and outlines specific scenarios and actions to grow your market share. You cannot go wrong Marketing to Women! Read it today. Make money tomorrow. Wendy Weiss
Cold Calling for Women
http://www.wendyweiss.com
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Summary: A MUST READ FOR SERIOUS MARKETERS!
Review: Marketing To Women is a SUPER book, one that every marketer should own, study and refer to often. I cannot say enough about this book's potential to impact your business! --Kim Peek, Publisher of Ad Genius
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Summary: Insightful & Useful
Review: Marti Barletta is a know it all ... and that's why you should buy her book! The book is packed with insights that will quickly turn into more sales for anyone. Highly recommended.
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Summary: Women Consumers Revealed
Review: Marti Barletta's book resonates on many levels. Personally, I felt that the author was describing me in such perfect detail that it, initially, felt unsettling. My pattern of decision-making, my shopping methods, my preferences, what I care about, what I don't-- there I was in hard-copy. Until I read Marti's book, I didn't realize that my "individual" consumer traits were uniquely female. Professionally, I plan to capitalize on these important insights. As an entrepreneur and consultant to start-up ventures, communicating effectively and penetrating markets rapidly can make the difference between success and failure. I expect to re-read this book regularly.
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Summary: Men AND Women should read this book!
Review: Marti speaks from experience and marketing practice, not just research. This book should be read by every CEO and marketing executive, both female and male. Women in positions of power in organizations need to champion this underserved and neglected market. Marti makes the business case for you with this book. It's time to dedicate real strategic thinking and budgets to women as consumers. Nancy Dailey, Ph.D., author, When Baby Boom Women Retire.
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