The complete field guide to the highly profitable women’s market. In this lively 2nd edition of Marketing to Women, Marti Barletta tells you exactly how and why corporations are spending more to capture the multitrillion dollar women’s market. Updated success stories, highly original strategies, tactics, practical applications, and "best practices" make this the most comprehensive resource to help professionals create and execute a complete marketing plan that targets women. An eye-opening new chapter highlights the convergence of the two most significant consumer marketing trends in the U.S. today: the aging of America and the growing financial power of women. Marshalling statistics about inheritance patterns and longevity, the author demonstrates why the terms "mature" and "middle-aged woman" no longer apply. Instead, Barletta has coined the phrase "PrimeTime™ woman" and shows that yesterday’s "little old lady" will be tomorrow’s "Ms. Moneybags," a marketing...

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