A Look at Gender Differences and Marketing Implications
Heather Kraft, J. Michael Weber

Abstract
This paper looks at a variety of factors that continue to influence the changing marketplace in regards to gender differences. Some of these factors include education, income, generational differences, and family dynamics as they evolve and redefine traditional gender roles and spending patterns. Relevant marketing strategies for both genders are offered, which include issues such as the appropriate types of marketing promises and themes that should be used for each gender. Finally, the implications associated with the choice of various media channels, and the correlation with sub segments within the genders, are discussed.

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