Abstract
Diversity is achieved when organisations are willing to change their status quo and embrace a structure in their companies that accurately represents the population. Today, the word ‘diversity’ is typically associated with various ethnic groups. However, we should not overlook gender as a major factor as well. In North America and across Europe, most businesses are far from diverse. The top management of the Fortune 500 companies are still mostly older, white men. Women, of all races, have very little representation in these companies. Yet women comprise over 50 per cent of the general population.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Barletta, M. (2006), Marketing to Women: How to Increase Your Share of the World’s Largest Market, Dearborn Publishing.
Buchanan, H. (2007), The Soccer Mom Myth, Wizard Academy Press.
Connellan, J., Baron-Cohen, S., Wheelwright, S., Batki, A. and Ahluwalia, J. (2001), ‘Sex differences in human neonatal social perception’, Infant Behavior and Development, 23, 113–118.
Farris, K. (2005), Motivated Reasoning and Social Basis, University of Texas at Austin.
Greenfield Online for Arnold’s Women’s Insight Team (2002), Adweek, 27 May, 2002, p. 2.
Hyun, J. (2005), Breaking the Bamboo Ceiling: Career Strategies for Asians, Collins.
Jordan, T. (2009), Re-render the Gender, Booksurge.
Miller, P. and Kemp, H. (2005), What’s Black About It? Insights to Increase Your Share of a Changing African-American Market, Paramount Market Publishing, Inc.
Moir, A. and Jessel, D. (1989), Brainsex, Great Britain: Mandarin.
Moss, G. (2009), Gender, Design and Marketing, Farnham: Gower.
Muley, M. (2009), The 85% Niche: The Power of Women of All Colors — Latina, Black and Asian, Paramount: Market Publishing Inc.
Soto, T. (2006), Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative, Kaplan Publishing.
Stevens, A. (2007), SheSelling: the Psychology of Selling to Women, Splash Publishing.
Tavris, C. and Aronson, E. (2007), Mistakes were Made. But not by Me, Harcourt, Inc.
Yankelovich Monitor Multicultural Marketing Study (2005), accessed on 20 November 2011: http://buzzologysurveys.blogspot.com/2007/09/yankelovichs-20072008-monitor.html.
Editor information
Editors and Affiliations
Copyright information
© 2012 Thomas J. Jordan
About this chapter
Cite this chapter
Jordan, T.J. (2012). Maximising the Effectiveness of Advertising for Female Markets. In: Moss, G. (eds) Lessons on Profiting from Diversity. Palgrave Macmillan, London. https://doi.org/10.1057/9780230355057_7
Download citation
DOI: https://doi.org/10.1057/9780230355057_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-32113-1
Online ISBN: 978-0-230-35505-7
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)