Marketing to women: the new rulebook

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Marketing to women: the new rulebook

Rachel PashleyJWT

Introduction

Women are the largest 'emerging market' in the world, according to Ernst & Young, with their global income projected to grow by $5 trillion to $18 trillion by 2018. To put this into...

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