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Gender is the most potent determinant of how a person views the world and everything in it--more powerful than age, income, race, and geography. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not, it doesn't take into account the one piece of information that trumps all else: the sex of the buyer. It is stunning how many companies overlook the psychology of gender, when we all know that men and women look at the world so differently. Brennan provides field-proven business practices that give readers the tools to create,…mehr

Produktbeschreibung
Gender is the most potent determinant of how a person views the world and everything in it--more powerful than age, income, race, and geography. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not, it doesn't take into account the one piece of information that trumps all else: the sex of the buyer. It is stunning how many companies overlook the psychology of gender, when we all know that men and women look at the world so differently. Brennan provides field-proven business practices that give readers the tools to create, market and sell products and services to the world's most powerful consumers. When times are tough, as they are now, here is a fresh perspective that provides an invaluable competitive advantage. Bridget Brennan provides both the big picture and a pragmatic how-to about what needs to be done Monday morning.
  • Produktdetails
  • Verlag: CROWN PUB INC
  • Seitenzahl: 322
  • Erscheinungstermin: Juli 2009
  • Englisch
  • Abmessung: 240mm x 153mm x 35mm
  • Gewicht: 559g
  • ISBN-13: 9780307450388
  • ISBN-10: 0307450384
  • Artikelnr.: 25933803
Rezensionen
"Bridget Brennan's book provides a highly readable road map to help marketers and salespeople understand women's beliefs, values, and sensitivities. Given that women account for a high percentage of purchases, while many products are developed and sold by men, a reading of Bridget's book will go a long way to closing this gap and improving the satisfaction of both genders." -Philip Kotler, S. C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University "Bridget Brennan's highly informative and entertaining book provides keen-and unusual-insights into both the psychological makeup of women consumers and the demographic facts that everyone in business needs to know in order to execute marketing strategies in this challenging economic environment. Long live the Female Economy!" -Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company "Ms. Brennan is all about the commerce she observes. 'If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle.' [She] explores the marketing opportunities offered by trends...all of which leave women making even more buying decisions." -Wall Street Journal "Is the customer always right? Yes, She is: An entertaining and ...rich account of...untapped opportunities. Fun and anecdotal." --Financial Times "Lively, insightful and relentlessly engaging...should be required reading for anyone burdened with a Y chromosome." -Fortune Small Business "Brennan details the major trends behind female spending and provides strategies for companies to crack the code." -Forbes Woman "[Brennan] explains why the existing misunderstanding of gender cultures isn't just a gender gap but a gender "canyon," and provides case studies of female-focused initiatives from marketers such as Callaway, Ryland Homes, Lululemon, Lexus and MasterCard" - Advertising Age "Word of mouth can make or break a brand, and this book confirms the fact that women talk to other women more about products than men do" --Journal of Consumer Marketing "Why She Buys [guides] retailers and consumer goods manufacturers on how [women] are increasingly powerful consumers and how they think and shop."-LA Times "Nab the Women's Market" - Investors Business Daily "Since we (women) are driving the economy and the economy could use a boost, it's all good news" - ABC NEWS NOW "[Women] are the most important constituency because they make all the decisions....a much needed perspective" - Fox Business Morning "Witty and insightful" - Marie Claire India…mehr