John Doerr

Heather Fletcher is senior content editor with Target Marketing.

Marketers may think there's nothing wrong with an all-male marketing team working on campaigns and programs aimed at women, especially if focus groups and research efforts include representatives of this segment of 50.8 percent of the U.S. population with trillions of dollars of buying power. However, more female marketers are coming forward to say that's a bad idea. In the best-case scenario, women may portray themselves to marketers in an idealized manner that perpetuates stereotypes. In a worst-case scenario, some deeper problems can emerge.

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