Chapter 8

Chapter 8

  1. Reprinted with permission of ReachWomen, LLC, Reaching Women newsletter, Volume II, Issue X, 2003,

  2. Sarah Ellison and Carlos Tejada, "Mr., Mrs., Meet Mr. Clean", The Wall Street Journal , January 30, 2003,

Chapter 9

  1. According to New York-based eMarketer, Inc., as reported on, February 12, 2003, Also see

  2. Nielsen \\NetRatings, New York, May 2001,

  3. ComScore Media Metrix, 2002,

  4. North America E-Commerce: B2C & B2B , report (New York: eMarketer, Inc., 2003),

  5. Simultaneous Media Usage Study , report (Worthington, OH: BIGresearch, October 2002, Also see the Retail Advertising and Marketing Association (RAMA), Washington, D.C.,

  6. Fall Full Year National Consumer Study (New York: Simmons Market Research Bureau, 2002),

  7. Paco Underhill, Why We Buy: The Science of Shopping (New York: Simon & Schuster, 1999), page 126. Also see

  8. Genex/Synovate National Customer Experience Survey, Atlanta, June 2003,

  9. Internet Users Consumer Panel, September 2001, Retail Forward, Inc., Columbus, Ohio,

Chapter 11

  1. Lisa Johnson, "How to Learn from and Join the Conversations of Women", in All About Women Consumers , annual from the editors of Marketing to Women newsletter (New York, EPM Communications, Inc., 2003), page xiv.

  2. With thanks to George Silverman, president and founder of Market Navigation, in Orangeburg, New York, for the inspiration from his original "twenty-three questions",

Recommended Reading

Though this is nowhere near a comprehensive list of all the great information out there, the following are some of the standbys to which we turn time and again.


  • Barletta, Martha. Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment . Chicago: Dearborn Trade Publishing, 2003.

  • Fisher, Helen, Ph.D. The First Sex: The Natural Talents of Women and How They Are Changing the World . New York: Ballantine Books, 1999.

  • Helgesen, Sally. The Female Advantage: Women's Ways of Leadership . New York: Doubleday Currency, 1990.

  • Popcorn, Faith, and Lys Marigold. EVEolution . New York: Hyperion, 2000.

  • Quinlan, Mary Lou. Just Ask a Woman: Cracking the Code of What Women Want and How They Buy . New York: John Wiley & Sons, Inc., 2003.

  • Tannen, Deborah, Ph.D. You Just Don't Understand . New York: Ballantine Books, 1990.

  • Underhill, Paco. Why We Buy: The Science of Shopping . New York: Simon & Schuster, 1999.


Marketing to Women , monthly newsletter published by EPM Communications, New York. Covers marketing to women trends, research and intelligence that no student of the women's market could live without. EPM also publishes an annual compendium, All About Women Consumers , and in-depth special reports ,

Reaching Women , monthly newsletter from, put together by the Don't Think Pink authors, Lisa Johnson and Andrea Learned. The transparent marketing discussion continues in this free monthly enewsletter, which equips marketers to better understand and more effectively reach women consumers. Subscribe at and enjoy unlimited access to an extensive archive of articles.

Women and Diversity: WOW! Facts , published annually by The Business Women's Network, New York. This annual compilation of facts and figures is a one-stop resource for information relating to women and diversity in business. Available in print or online.