The benefits to be provided to the economy by women that constitute almost half of the world population, take an active role in business life cannot be denied. In developed economies, it is observed that the participation rates of women are high. Besides, women are also emerging as entrepreneurs who create extra employment. Besides the increase in the participation rates of women in the labor force with the increase of the education level in Turkey, the increase of women’s participation in entrepreneurial activities with arious reasons defined as driving and attracting factors is also seen. Most studies in the literature is about the benefits of women's participation in the workforce and the increase of the number of women entrepreneurs to countries economic development. It’s been seen that the number of studies in the field of marketing about women is limited. For this purpose, the increasing importance of female workforce in marketing is tried to explain by applying the exploratory research method in this study. Based on modern marketing approaches emerging with the historical transformation experienced by the marketing concept, it has been determined that women are more successful than men in the customer oriented marketing approach. It’s seen that there is an increase in female employment in most sectors related to marketing. It seems that some of the personality traits that women possess compared to men take part in this success.
Entrepreneurship, Marketing, Women Workforce, Employment, Women Entrepreneurs