marketing to women, viix, 6-24
and changes in target market profile, 12-13
and gender differences in thinking, 18-19
hybrid approach to, 25, 26, 29-30
and importance of women in U.S. economy, 10-12
as investment in future, 211-214
involving women in process of, see partnering with women
as new frontier, 23-24
new listening approaches in, 21-22
organizational integration of, 14-15
reframing approach for, 15-18
and ROI measurement, 22-23
segmentation in, 19-21, see also market segments
transparent approach to, see transparent marketing approach
understanding of earning power in, 6-8
understanding of spending power in, 8-9
visible approach to, see visible marketing approach
see also specific topics