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.
In this summary, you will learn
- What gender culture is;
- How male and female gender cultures differ and
- How to apply these insights to perfect your marketing strategy.
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.