What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It - Brossura

Quinlan, Mary Lou

Brossura

ISBN 10: 0982393806 ISBN 13: 9780982393802

Casa editrice: Just Ask a Woman, 2009

Riassunto

Have you ever rejoiced as women raved about your product in research only to discover months and millions of lost dollars later that they've all changed their minds? Ever wonder why even successful fashion retailers misfire with women over 40? Or if moms are really as “squeaky green” as they claim to be? If women say they're tired of seeing supermodels in ads, do they mean it? (Would you even know it if they didn't?) Get ready to hear the whole truth about the Half Truths that can undermine your best-laid plans with women. For the past decade as partners in the powerhouse consultancy Just Ask a Woman, Mary Lou Quinlan, Jen Drexler, and Tracy Chapman have been changing the way marketers listen to women. Inside this book they share their best Power Listening strategies, honed during their groundbreaking work on behalf of global leaders in dozens of industries. They will save you from wasted research and marketing mistakes before it's millions of dollars too late.In this provocative, tell-all book, you will learn how to detect women's hidden Half Truths and to dig deeper to the Whole Truths that drive brand leadership, relevance, and growth.Inside you'll find · The five key motivators that drive women's Half Truths and how to overcome them · Compelling cases of Whole Truth marketers (and those shortchanged by Half Truths) · Techniques to break Half Listening habits that sabotage Whole Truth insights

Su questo libro

L'autore:

CEO Mary Lou Quinlan is an internationally recognized marketing strategist with 30 years experience advising blue chip clients. She's the author of two rule-changing books, Just Ask a Woman and Time Off for Good Behavior, has written for national women's magazines, and has been a correspondent for CBS News and a prime-time ABC-TV personality. She founded Just Ask a Woman with codirectors Jen Drexler, a highly sought-after trend tracker, content creator, and keen strategist; and Tracy Chapman, a fearless ethnographer and deft planner who has delved into consumers' minds and homes. Mary Lou, Jen, and Tracy have built reputations as acclaimed speakers, sharing insights at client conferences and industry events around the world.

Product Description:

An exploding number of brands depend on female customers for their bottom line, and in her third book, Mary Lou Quinlan gives marketers the tools they need to discover how women really feel - despite the half-truths they may tell marketers and salespeople. 85 per cent of buying decisions in the United States are made or influenced by women: in tough economic times, companies can't afford to waste scarce funds on marketing campaigns that fail. This book helps to make every pound count by taking into account this increasingly important sector of the buying public. A revealing look at why women hold back the information marketers, brand experts, and entrepreneurs need to build successful products and campaigns: with a storyteller's gift and an insider's insight into some of the biggest marketing flops and successes, Quinlan's advice on how to uncover what women really believe and buy will help products and brands to be more successful - and will help women to get more of what they want. A renowned expert on marketing to women, Mary Lou Quinlan is the author of two previous books on what women want and the founder of the Just Ask a Woman marketing consultation firm. An eloquent speaker with a nation-wide platform, Quinlan regularly appears in the media, including such outlets as "The Early Show", NPR, CNN, CNBC, "The Wall Street Journal", "The New York Times", and "USA Today".

Su questa edizione

• Editore: Just Ask a Woman
• Data di pubblicazione: 2009
• ISBN 10: 0982393806
• ISBN 13: 9780982393802
• Rilegatura: Copertina flessibile
• Numero di pagine: 170