期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：10
页码：2761-2774
出版社：Journal of Theoretical and Applied
摘要：Women are half the society, but so far women's issues have not been given proper attention in marketing researches. The world needs review papers cover furtherly the nature of dealing with women, with full respect for their rights, without being considered them as second-class populations on this planet. Thousands of scientific studies have identified dozens of gender differences between males and females in most physical, medical and behavioral fields. But literature needs researches that combine these gender differences in order to achieve effective integrations between men and women rather than racial discrimination against women. 17 meta-analyses papers were included in this current study; the results identified more than 74 fundamental differences that must be observed when dealing with women to achieve effective communication. The depended meta-analyses studies covered 1863 of previous studies; their samples were collected from more than 58 countries. One of the seventeen meta-analyses studies was added by this present study, it includes 65 of previous studies. The essence of the modern concept of marketing can be expressed in the question: "How (you/and what you offer) to be accepted from others?" therefore, this study presents a significant contribution in this context by suggesting the academic proposal of the "Marketing Pink" concept. It also could be considered as a strong review paper on the context of how to achieve more effective communication between women and men. Future researchers can address the components of the pink marketing mix and analyze other areas of gender differences to support the issues of successful dealing with women.
关键词：Meta-Analysis; Review Paper; Pink Marketing; Gender Differences; Women Studies; Communication Skills; Negotiation; Persuasion
