Page 121 - HBR's 10 Must Reads on Strategic Marketing
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SILVERSTEIN AND SAYRE
into an “all women” characterization, or, worse, undifferentiated
from men.
The financial crisis will come to an end, and now is the time to
lay the foundation for postrecession growth. A focus on women as a
target market—instead of on any geographical market—will up a
company’s odds of success when the recovery begins. Understand-
ing and meeting women’s needs will be essential to rebuilding the
economy; therein lies the key to breakout growth, loyalty, and
market share.
Originally published in September 2009. Reprint R0909D
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