Don't Think Pink: What Really Makes Women Buy--and how to Increase Your Share of this Crucial Market

Couverture
AMACOM, 2004 - 230 pages
The cofounders of ReachWomen--a firm specializing in and advising clients on the behavior of women as consumer--help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.
 

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Don't think pink: what really makes women buy--and how to increase your share of this crucial market

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Given the large and growing consumer purchasing power of women in America, market research into their specific buying habits is a business priority. Johnson and Learned, cofounders of a market ... Consulter l'avis complet

Table des matières

BRAIN TRAINING How Not to Think Pink
1
NOW YOU SEE HER The Visible Approach to Marketing to Women
25
NOW YOU DONT SEE HER The Transparent Approach to Marketing to Women
34
INSIDE A WOMANS MIND The Scientific Underpinnings
62
SHAPING THE GENERATIONS Baby Boomers and Matures to Gen Yers
83
LOOKING BEYOND GENERATIONS The Buying Filters of Life Stages and Roles
114
CULTURAL INFLUENCERS The Buying Filters of Emerging Majorities
139
LEARNING CURVES AND LIFE STAGES RelationshipBuilding Opportunities
155
THE INTERNET SAVVY WOMEN Connecting with Her Online
172
ONLINE RESEARCH Using EMarketing to See Women Clearly
187
ENLISTING WOMEN AS YOUR MARKETING PARTNERS An Alliance for Brand Success
198
INVESTING IN A TRANSPARENT FUTURE
211
NOTES
215
RECOMMENDED READINGS
223
INDEX
225
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À propos de l'auteur (2004)

Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are cofounders of ReachWomen, a firm specializing in and advising clients on the behavior of women as consumers.

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