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Introduction: Marketing to women makes business sense

In: Wonder Woman

Author

Listed:
  • Iain Ellwood
  • Sheila Shekar

Abstract

This book encourages every business owner, employee and marketer to believe that marketing to women is currently the most effective business growth strategy. Women are the most financially attractive target audience and therefore marketing to them will accelerate higher shareholder value. Women buy the weekly grocery shopping, home insurance, books, household appliances, soft furnishings and linen, vacations, cars, furniture and more. CEOs and marketers first need to acknowledge that women really are the boss when it comes to buying. Second they need to understand that women are different from men in many psychological and behavioral ways that affect their relationships with brands. This book examines the key biological and brain differences between women and men and then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline.

Suggested Citation

  • Iain Ellwood & Sheila Shekar, 2008. "Introduction: Marketing to women makes business sense," Palgrave Macmillan Books, in: Wonder Woman, pages 1-15, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59403-6_1
    DOI: 10.1057/9780230594036_1
    as

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