Check out PMA Business Resources on retail marketing.

The online PMA Business Resources store at www.pmai.org/store offers "Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment" and "Don't Think Pink: What Really Makes Women Buy--and How to Increase Your Share of This Crucial Market." It also offers

"Marketing to Women" by Martha Barletta: Why market to women? Read comprehensive information on what makes the "women's market" such a profitable proposition. This book also offers savvy insights on differences in gender culture and response to marketing contacts, which have major implications for the success--or failure--of women-targeted programs and communications. Build your business and boost the bottom line by attracting more women customers.

"Don't Think Pink" by Lisa Johnson and Andrea Learned: This book will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers. Based on research into women's experiences and perceptions, this book will help businesses capitalize on this enormous (and eve rgreen) market and show them how to gain a larger share of the awesome purchasing power of women.

"Call of the Mall" by Paco Underhill: This book leads readers on an amusing and informative day trip through one archetypical mecca of consumerism. While highly entertaining, Underhill shares the secrets of the retail trade: how successful retailers manipulate us into buying things we don't need or spending more than something is worth. The book shows how women are the lifeblood of the mall, while men tend to steer clear.