I read "Women Don't Ask" and "Ask For It" in the past couple of years. I proceeded to try to ask for things, like being named the tech lead, a promotion, or just more money. It did not help. In fact, I think it may have gotten me branded as bitchy for attempting to break out of the mold instead of "knowing my place". A lot of that was probably a function of where I was working, but this goes on at other places as wel…
I've actually followed through this process with several female colleagues and the conclusion I've come to is that in most cases, male or female, the only way you're going to get ahead is to have another option. It short circuits the "bitch" reaction if you're saying that you want to stay but this other great opportunity has come along. You generally don't want to ask for something unless you have a credible BATNA ( http://en.wikipedia.org/wiki/Best_alternative_to_a_negotiate... )
It doesn't matter whether the boss you're negotiating with is male or female or is thinking you're a "bitch" or not--they're not going to give you much unless you have some sort of leverage. (The difference, of course, is that the man is less likely to face the same negative consequences for asking and being denied.) In many cases, even if your boss wants to give you something, he or she may not be able to do so without you having some sort of leverage.