Bibliography, etc. Note:
Includes bibliographical references (pages 241-244) and index.
Formatted Contents Note:
Introduction: Unveiling the Market xix -- Part I Why Market to Women? -- 1. Power of the Purse 3 -- 2. Differences That Make a Difference 15 -- Part II GenderTrends Marketing Model--Why and How Women Reach Different Brand Purchase Decisions -- 3. GenderTrends Marketing Model--The Big-Picture View 37 -- 4. Star Gender Culture 43 -- 5. Circle and the Compass: Response to Marketing Contacts 85 -- 6. Spiral Path: How Women Make Purchase Decisions 99 -- Part III Practical Applications: Strategies and Tactics -- 7. On Your Mark: Market Assessment 111 -- 8. Get Set: Strategy and Tactical Planning 133 -- 9. Go! Communications That Connect 165 -- 10. Face-to-Face: Sales and Service 181 -- 11. Notes to the CEO 207 -- Appendix A Eight Myths of Marketing to Women: The Myth Resistor 215 -- Appendix B Gender Trends Geniuses: Follow-Up from Sidebars 221 -- Lisa Finn, What's New about the Women's Market? 222 -- Denise Fedewa, Who's Cutting Edge? A Case for Targeting the 45+ Woman 223 -- Andrea Learned, Technology Comfort in e-Marketing 224 -- Helen Thompson, Financial Services: Focusing on the Woman Investor 225 -- Delia Passi Smalter, The Gap Analysis in Marketing to Women 226 -- Edie Fraser, Women's Organizations: A Winning Proposition for Corporate Sponsorships 228 -- Dori Molitor, Turn Women Consumers into Brand Enthusiasts 228 -- Linda Denny, Recruiting: How to Sell Women on a Career with Your Company 230 -- Joanne Thomas Yaccato, Reading Her Signals Right Can Make or Break Your Sale 231 -- Dr. Judith Tingley, How Women Customers See Male Sales Professionals 232 -- Appendix C Best Resources in the Business 235.
