Bachelor Thesis from the year 2017 in the subject Business economics – Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Frankfurt (Main), language: English, abstract: Gender marketing as a new holistic marketing approach has been intensely discussed over the last couple of years. At the first glance, it can surely appear discriminating to differentiate customers by gender, but the genuine intention of gender marketing is to accept and appreciate both genders as they are and develop products according to their gender-specific needs. Therefore, it is important to understand that by talking about gender it does not imply talking about fixed roles of males and females in society. Those roles have changed significantly over the last decades and are expected to continue changing over the upcoming years. It rather means taking gender-specific needs, wishes and characteristics into consideration while developing products and company strategies in order to achieve long-term success and customer loyalty. But why is this even relevant? Women have been buying products anyway, right? Certainly, women have been buying products without a gender-specific approach already. However, the truth is that our markets are saturated and the flood of information customers are confronted with every day exceeds their cognitive ability. This itself shows the importance of tailoring products as well as communication strategies to customers’ needs. Additionally, as mentioned above, the social statuses of men and women have been changing continuously. As a result of women’s access to higher education, better careers and with that higher incomes independence of women has enhanced over time. Even if women already have a strong purchasing power, it has not reached its full potential, yet. What also comes along with being independent and earning your own money, is making one’s own decisions. Women and men differ in their general decision-making process and buying behavior.