Marketing Mojo

Goldsmith, Andrew
November 2007
Proofs;Nov2007, Vol. 90 Issue 5, p68
Trade Publication
The article posits that female customers should be the focus of a company's marketing strategies. It stresses that women provide the best return on investment, since they control over 80% of all buying decisions in the U.S., as well as give the most referrals as compared to men. It also recommends taking these facts into consideration when formulating a marketing plan, relating the strategies of Kodak and Harley-Davidson as examples.


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