Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market

More then men, women seek "people input" and investigate options before purchasing an item, says the author, a marketing consultant specializing in gender. That means that the purchase path of women tends to be spiral rather than linear. Drawing on everything from biology to social values, Barletta produces solid advice on how to market products that both appeal to women and increase company profitability. Among her recommendations: Focus first on human benefits, not facts and features; and position products as "warmer" rather than "winner"—women are more motivated by empathy than envy in their purchasing decisions, she believes.