补充《Marketing to Women》格式
[书名]Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment
[作者]Marti Barletta
[出版社]Kaplan Business (December 12, 2002)
[格式]pdf
[页数]288
[分类]电子图书一区>经济管理类>营销
[ISBN]978-0793159635
[关键词]female gender culture, purchase path, corporate halo
[基本内容]
"Women are the world's most powerful consumers." So begins Barletta as she presents her thesis that men's marketing doesn't work for women. We learn that in comparison to men, women have a very different set of priorities, preferences, and attitudes; their purchase decisions are radically different; and they respond differently to marketing media and messages. 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. Also, she urges CEOs to gain an understanding of the importance of marketing to women so that necessary corporate resources and support will be provided. This book offers important insight for today's highly competitive marketplace.
