What every marketer should know about women
Rena Bartos
Outmoded assumptions about women may lead to marketing underachievement
The dramatic rise in the number of working women in the United States, says Eli Ginzberg, is “the single most outstanding phenomenon of our century.” Paradoxically, marketing leaders, who like to think of themselves as experts on changing social trends, seem to have been looking the other way. They not only have underestimated the numbers of working women and overestimated the numbers of full-time housewives, they also have misd te qaiaiethathavechanges that have occurred among both. As this article shows,...