Purchases by women account for 85 per cent of all consumer expenditures. That's almost six trillion dollars! So, reaching women should be considered priority number one for most businesses. Don't Think Pink will 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. Filled with eye-opening information on women's experiences, roles, backgrounds, and perceptions, Don't Think Pink reveals: How generational history, culture, life stages, and daily realities influence a woman's buying mind; How the manner in which women buy is more critical than what's being sold; How listening to women earlier and more often leads to more powerful strategies; How to best use the Internet and other technology both in market research and during the buying process; How to map the way to a bigger slice of the awesome purchasing power of women
Table of Contents:
"Foreword
Preface
Chapter 1. Brain Training:How Not to Think Pink
Chapter 2. Now You See “Her”:The Visible Approach to Marketing to Women
Chapter 3. Now You Don’t (See “Her”):The Transparent Approach to Marketing to Women
Chapter 4. Inside a Woman’s Mind:The Scientific Underpinnings
Chapter 5. Shaping the Generations:Baby Boomers (and Matures) to Gen Yers
Chapter 6. Looking Beyond the Generations:The Buying Filters of Life Stages and Women’s Roles
Chapter 7. Cultural Influencers:The Buying Filters of Emerging Minorities
Chapter 8. Learning Curves and Life Transitions:Relationship-Building Opportunities
Chapter 9. The Internet-Savvy Woman: Connecting with Her Online
Chapter 10. Online Research:Using E-Marketing to See Women Clearly
Chapter 11. Enlisting Women as Your Marketing Partners: An Alliance for Brand Success
Afterword. Investing in a Transparent Future
Notes
Recommended Reading
Index"
About the Author :
Andrea Learned (Bellingham, WA) is co-founder of Reach Women, a firm specializing in studying, learning from and advising clients on the behavior of women consumers.
Lisa Johnson (Bellingham, WA) is cofounder of Reach Women and currently CEO of Wildly Sophisticated Marketing Group.
Review :
Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"
Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"
Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"
