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This publication is designed to provide accurate and authoritative informationin regard to the subject matter covered. It is sold with the understanding thatthepublisher is not engaged in rendering legal, accounting, or other professionalservice.If legal advice or other expert assistance is required, the services of acompetentprofessional person should be sought.Vice President and Publisher: Cynthia A. ZigmundEditorial Director: Donald J. HullAcquisitions Editor: Mary B. GoodSenior Managing Editor: Jack KiburzInterior Design: Lucy JenkinsCover Design: Design LiterateTypesetting: Elizabeth Pitts. 2003 by Martha BarlettaPublished by Dearborn Trade PublishingA Kaplan Professional CompanyAll rights reserved. The text of this publication, or any part thereof, may notbe reproduced in any manner whatsoever without written permission from thepublisher.Printed in the United States of America03040510987654321Library of Congress Cataloging-in-Publication DataBarletta, Martha.Marketing to women : how to understand, reach, and increase your shareof the worlds largest market segment / Martha Barletta.
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p. cm.Includes bibliographical references and index.ISBN 0-7931-5963-6 (hc)1. Women consumers. 2. Marketing. I. Title.HC79.C6 B365 2003658.8'04dc21
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2002014926Dearborn Trade books are available at special quantity discounts to use for salespromotions, employee premiums, or educational purposes. Please call our SpecialSales Department to order or for more information, at 800-621-9621, ext.4307, or e-mail Terri Joseph at tjoseph@dearborn.com.
 
ADVANCE PRAISEIf your competition learns before you do, what Marti
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Barletta knows about marketing to womenyou wont be
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the alpha anything. Read this book on the way home fromthe bookstore. And dont spend another nickel on marketing
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until youve finished it.
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Mickey Brazeal, Associate Director, Marketing
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Communication Program, Stuart Graduate School ofBusiness, Illinois Institute of TechnologyIf youre looking for a way to increase sales for your
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business, you need to read this book. Marketing to Women isan engaging, insightful roadmap to marketing success withwomenfull of practical advice you can implement today.
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Heidi L. Steiger, Executive Vice President, Neuberger
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Berman, and founder of The Womens Partnership
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Marti approaches marketing to women with a zesty blend
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of wit and intelligence, backed up with enough just plainmarketing smarts to inform and inspire you to take properadvantage of this enormous opportunity. So, after readingMarketing to Women, you may find yourself doing more thanadding an element to your marketing plan. You may in factchange your whole approach.
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Kirt Hibbitts, Senior Vice President, Director of
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Marketing Communications, Wachovia BankMarketing to Women reveals important insights for successfully
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marketing products and services to the growingwomens market. When businesses understand and meet the
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complex needs of women, they can successfully grow theirmarket share. In this book, Martha Barletta provides thetools that enable businesses to do just that.
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Jocelyn Carter-Miller, Executive Vice President and
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Chief Marketing Officer, Office Depot, Inc.
 
I see the forest! Marketing to Women unveils an incredible market potential
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that can be leveraged by almost any business today. This stuffshould be standard reading for every business executive.
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Janet Seese Disbrow, Vice President, National Sales and Marketing,
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SBC Directory OperationsIgnore this book and you could be leaving half the money on the
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table. Half of my customers are fundamentally different from the otherhalf. This book shows marketers and salespeople what women want! Well-researched and very readable, the book lays out some fascinating findingsabout gender differences and then illustrates how to translate them intosavvy strategy and actionable tactics. Barletta brings real-world experienceto her ideas and backs them up with countless examples. Any mar-ketermale or femaletrying to sell to women has got to get this book!
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Paul Iaffaldano, Chief Revenue Officer, The Weather Channel
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