portada libro 2 Traditional marketing makes women invisible – it doesn't take into account the cultural gender differences and is dominated by a patriarchal thinking.

The new marketing to women, or gender inclusive marketing, achieves more satisfied female consumers, makes them recommend a product or service more and, believe it or not, makes businesses who apply it obtain better commercial results than with traditional marketing.

This is the first electronic book in Spanish dealing with the subject from this new perspective. It is divided in three parts – the first presents the cultural and scientific advances that support it; the second points out the differences regarding traditional marketing; the third goes deeper in the differences in four basic aspects – the research process, the product development, promotion and sales.

And it has two annexes. The first one deals with the advances of women, particularly in Latin America, regarding education, work and empowerment. The second explains briefly how to implement an inclusive marketing for women and men.