Marketing to Women

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Introduction
There is so much support proving the power and wealth of the female market that it seems downright odd that some companies still resist the opportunity. They look beyond, over, or straight through the female market as if it doesn’t exist. This book aims to help you avoid such a costly oversight by answering the three key questions raised above:
1. What makes women a worthwhile market?
2. Why market differently to women?
3. How do we get beyond gender generalities to actionable tactics?
Once those questions are answered convincingly, resistance is futile. Companies that understand their market, understand their consumer, and understand how to translate insights into action will survive and thrive, as they build their share with the largest consumer market in the world. Companies that don’t will die. No exaggeration, no histrionics— just simple fact.