Solving the Problem of Marketing to Women in Male Companies and Categories. How to create products, services and brands that will appeal to the entire mainstream female and male audience not just one half. Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands and marketing. This book reveals why it is that some companies succeed with women and others don't. It outlines the key determinants that make up the successful gender-free brand and the opportunities it presents.