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. Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when theyave got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find thereas another skill they need: becoming female literate. This isnat always easy. Gender is the most powerful determinant of how a person views the world and everything in it. Itas stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesnat factor in the one piece of information that trumps them all: the sex of the buyer. Itas stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennanas Why She Buys shows decision makers how to bridge this divide and capture the business of the worldas most powerful consumers just when they need it most. ac No Matter Where You Live, Women Are a Foreign Country: Youall discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked. ac The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning. ac The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that havenat. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter a Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel. At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share. From the Hardcover edition.242-250 LG Appliances, 69 Life stage. [5 Life Time Fitness, 129. 130 Lilly ... 274- 275 customer service and, 208-210, 215-226 Golda#39;s Gym campaign, 205-206 green campaigns, 200-201 Kleenex aquot;Let It Outaquot; campaign. 203-204 aquot;Kleenex Saysanbsp;...
|Title||:||Why She Buys|
|Publisher||:||Crown Business - 2009-07-07|