Let's begin by acknowledging that since between 70% and 80% of all purchases are made by women worldwide, good marketing to women is actually just good marketing. With some core category exceptions - for example gaming - most purchases, especially in developed nations, are made by or influenced by women. Clearly however women are not all the same. There's three and a half billion of them, so of course they're not.
There are some clear principles of good marketing that hold true for people in general. Be useful or interesting. Deliver value and innovation. This paper will examine how this plays out specifically for women.