Summary of Marketing to Women

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

Kaplan Publishing, more...

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Marketing to Women book summary
You can reach women consumers by understanding how they are hard-wired. In advertising, the genders may be equal, but they are very different - and so are the messages that will make them buy.


7 Overall

10 Applicability

9 Innovation

5 Style


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, 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.


Men and Women Really Are Different
Marketing directly to women makes sense because women’s earning power and purchasing power are greater now than ever. With their status as the decision makers on household spending, plus the greater number of female-headed households and the increasing...
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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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