What Women Want

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Ready to research the booming women's market? Check out these sources:

  • Women and sports, women and health, and women and fitness are on the mind of consultant Andrea Learned, whose Web site, includes numerous articles on reaching women.
  • At the online library of the Kauffman Center for Entrepreneurial Leadership, you can download academic studies and papers on a variety of small-business topics, including the unique way women business owners network with each other.
  • Marketing to women via the Internet need not be a shot into the darkness of cyberspace with some insights from marketing resources site Taming the Beast.
  • The Insight Research Corp. summarizes speeches that its executives give at conferences on its Web site; targeting women and specialty niches within the women's market is a topic they address often.
  • Another research firm, Ipsos, summarizes its findings on the women's market at its Web site.
  • All About Women Consumers is a veritable encyclopedia of statistics, demographics and trends about American women's consumption preferences. The most current edition was published in 2002 by Paramount Books.

Joanne Cleaver has written for a variety of publications, including the Chicago Tribune and Executive Female.

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This article was originally published in the February 2004 print edition of Entrepreneur with the headline: What Women Want.

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