Marketing communications

Iain Ellwood and Sheila Shekar

Chapter 7 in Wonder Woman, 2008, pp 142-166 from Palgrave Macmillan

Abstract: Abstract There are significant differences in the way women communicate and respond to marketing messages compared with men. This chapter identifies the key differences in marketing activities required to communicate more effectively withwomen. First there is a detailed account of the femalefriendly adaptations to the core tools of any marketer: the language, tone of voice and visual style of communications that are more appropriate for women. The second part looks at the most effective marketing strategies and messaging themes that will be more compelling to women. It identifies the key touchstones that help persuade and influence women shoppers.

Keywords: Marketing Strategy; Marketing Campaign; Brand Position; Brand Personality; Market Communication (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59403-6_8

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DOI: 10.1057/9780230594036_8

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