This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She provides a detailed field guide for creating and executing a complete marketing plan that targets women.

An enlightening blueprint of the secrets of reaching female consumers from the expert Just Ask a Woman is a powerful book about how to tap into female consumers' needs. Mary Quinlan, the founder of the premiere consultancy dedicated to marketing to women, has personally interviewed 3,000 women in the course of her research for Just Ask a Woman. Women are the decision-makers in an estimated eighty-five percent of household buying decisions, and yet far too often, products marketed specifically to them fail to connect with their needs. Here, Quinlan explores topics such as how women judge brands and advertising, how they make decisions, the effects of stress on their consumer behavior, and their increasing demands for service and communication. Quinlan rejects the traditional focus group approach in favor of highly energized and intimate talk sessions where women reveal their deeper feelings about products and services. In Just Ask a Woman marketers, brand managers, and advertisers will find a revelatory resource filled with ideas and action steps for building your brand with women-from a woman who has walked in a marketer's shoes. Mary Lou Quinlan (New York, NY) is the founder and CEO of Just Ask a Woman, a marketing consultancy dedicated to building business with women. Just Ask a Woman is a division of bcom3, a $15 billion global communications firm whose clients include Citigroup/Women & Co., Lifetime, Saks, Hearst Magazines, Toys "R" Us, and Time Inc. Known as a brand-turnaround expert, she has helped to remake brands like Avon and Continental Airlines. Quinlan has been quoted in The New York Times, The Wall Street Journal, Fortune, Fast Company and Advertising Age and appeared on ABC, CNN, CNBC, Lifetime LIVE, Fox and nationally syndicated news shows. Her articles have been published in Marie Claire, Good Housekeeping, Redbook, and More, among others.

Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business have largely been omitted from these accounts. Yet, evidence reveals some trailblazing African-American women who launched their careers during the 1960s Mad Men era, and went on to achieve prominent careers. This unique book chronicles the nature and significance of these women’s accomplishments, examines the opportunities and challenges they experienced and explores how they coped with the extensive inequities common in the advertising profession. Using a biographical narrative approach, this book examines the careers of these important African-American women who not only achieved managerial positions in major mainstream advertising agencies but also established successful agencies bearing their own names. Based on their words and memories, this study reveals experiences which are intriguing, triumphant, bittersweet and sometimes tragic. These women’s stories comprise a vital part of the historical narrative on women and African-Americans in advertising and will be instructive not only to scholars of advertising and marketing history but to future generations of advertising professionals.

This book investigates how digitalization has affected entrepreneurship, labour markets, financial markets, and women's empowerment, underlining the opportunity it presents for a more inclusive and equal society. It explores how technology changes and creates gender, and the transformational potential it has for questioning conventional concepts of gender, drawing on the theories and critiques of cyberfeminism. The contributors discuss how women's agency and power in establishing emancipated cyberspaces are critically impacted by cyberfeminist conceptions of technical growth. Therefore, the volume sheds light on how technology may be a tool for women's empowerment and emancipation as well as how it might sustain current power imbalances and gender inequities by exploring cyberfeminism. The nexus of gender and technology is explored in depth by examining the connections between gendered, classed, and digital activities. In addition, this book looks at how technology may either support current power relations or provide disadvantaged people with a chance to question and disrupt them. Contributors are: Yarkın Çelik, Gözde Ersöz, Oktay Hekimler, Meltem İnce Yenilmez, Ayşe Mine İşler, Eylül Kabakçi Günay, Gökmen Kantar, Miray Özden, Kürşad Özkaynar, Fatma Pelin Erel, Mehtap Polat, Sedat Polat, and Gamze Yıldız Şeren.

Shows the strong business case for diversity and the deleterious effects of not allowing diversity to take root in organizations by providing a fascinating insight into the case for gender diversity in the professional services, marketing and digital arenas, and the way in which a diversity mindset can be fostered in organizations.

This is the printed textbook, Marketing Principles. Marketing Principles combines a thorough and engaging overview of essential marketing principles. The text provides you with the knowledge and decision-making skills you'll need to succeed in today's competitive business environment. Marketing Principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including social networking and digital marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times. New, PRINT versions of this book come with bonus online study tools including animated activities and videos on the CourseMate Express platform.

From reviews of the first edition: "Between Field and Cooking Pot offers details of the daily lives of marketwomen in the central Andean departmental capital of Huaraz.... A welcome addition to studies of women and international development, this book contains a wealth of firsthand material, collected through informal participant-observation as well as formal interviews and analysis of statistical data.... The book encourages us to imagine how the dynamic culture of marketwomen might intersect with the construction, representation, and effects of class and gender." —American Anthropologist "The book has a clear and readable style, moving easily between vignettes of marketwomen's lives, descriptions of the markets themselves, and surveys of the theoretical literature. Babb's long, close involvement with the Huaraz markets is apparent. As someone who has spent a lot of time in Andean markets, I found the book pleasurable to read, because it recreated the experience of the marketplace so well." —American Ethnologist This revised edition of Between Field and Cooking Pot offers an updated appraisal of what neoliberal politics and economics mean in the lives of marketwomen in the nineties, based on new fieldwork conducted in 1997. Babb also reflects on how recent currents in feminist and anthropological studies have caused her to rethink some aspects of Andean marketers in Peruvian culture and society.

Warhol and class -- Varieties of pop -- Warhol's participatory culture -- Warhol's brand images -- Warhol, modernism, egalitarianism -- Conclusion: Warhol's neoliberalism

Yoshida addresses the common misconceptions of single, never-married women and aims to uncover the major social and cultural factors contributing to this phenomenon in Japan. Based on interviews with married and never-married women aged 25-46, she argues that the increasing rate of female singlehood is largely due to structural barriers and a culture that has failed to keep up with economic changes. Here is an academic book that is also reader-friendly to the general audience, it presents evidence from the interview transcripts in rich detail as well as insightful analysis. Important sociological concepts and theories are also briefly explained to guide student readers in making connections. Thus, this book not only serves to enlighten readers on current issues in Japan – it also provides sociological perspectives on contemporary gender inequality.