Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers - Rilegato

Brennan, Bridget

Rilegato

ISBN 10: 0307450384 ISBN 13: 9780307450388

Casa editrice: Crown Pub, 2009

Riassunto

A marketing and sales pioneer uses the psychology of gender to provide a fresh prospective on field-proven business practices to help create, market, and sell products and services to the world's post powerful consumers: women.

Su questo libro

Recensione:

“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

L'autore:

BRIDGET BRENNAN is the CEO of Female Factor. She has pioneered marketing and sales strategies that appeal to women and has worked with major companies to put them into practice. Throughout her award-winning career, Brennan has worked for clients such as Whirlpool, Johnson & Johnson, Colgate-Palmolive, Pizza Hut, and United Airlines. She is a popular speaker who has lectured at Northwestern University’s Kellogg School of Management. She lives in Chicago.

Su questa edizione

• Editore: Crown Pub
• Data di pubblicazione: 2009
• ISBN 10: 0307450384
• ISBN 13: 9780307450388
• Rilegatura: Copertina rigida
• Numero di pagine: 322