Inside her pretty little head: a new theory of female motivation and what it means for marketing

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Cyan, 2006 - Business & Economics - 247 pages
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Women make 80 percent of all purchasing decisions and are therefore undoubtedly the largest and most important consumer group, yet women have been poorly understood and badly served by marketing that has operated as if all customers are inherently the same. A deep understanding of the differences between men and women leads to more relevant, meaningful ideas that will contribute significantly to a brand's success. Derived from the latest research on gender, readers will learn that women judge and purchase goods and services by four main codes: altruism, aesthetic, ordering, and affinity. This essentially new approach provides the tools, clear constructs, and case studies to help companies take full advantage of the opportunities offered by gender-based marketing.

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Contents

INTRODUCTION
1
THE MALE ACHIEVEMENT IMPULSE
29
THE MASCULINITY OF MARKETING
53
Copyright

7 other sections not shown

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About the author (2006)

Jane Cunningham and Philippa Roberts worked together for many years at leading advertising agencies BMP, DDB, and Ogilvy & Mather. They are currently starting their own consultancy that specializes in marketing to women.

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