Inside her pretty little head: a new theory of female motivation and what it means for marketing
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.
73 pages matching female brand in this book
Results 1-3 of 73
What people are saying - Write a review
We haven't found any reviews in the usual places.
THE MALE ACHIEVEMENT IMPULSE
THE MASCULINITY OF MARKETING
7 other sections not shown
ability Achievement Impulse activity advertising Aesthetic Code Altruism Code appear approach areas behaviour believe better BG Inc brain campaign cent channel planning chapter CLEAN colours competition Connecting Code consumer conversation create Utopia creative culture customers detail developed discussed dominance emotional empathetic empathy encourage enhanced fact feel female audience female brand Feminine Codes focus functional gender girls going hierarchy huge iMac impact important Inhibitors Innate interest John Lewis Partnership less limbic system look magazines marketing masculine means models neo-cortex offer one-upmanship opportunity Ordering Code organization oxytocin PG Tips positioning purchase relationships response Richard and Judy role sector sense shared social sort strategies tend Tend and befriend Tesco testosterone Tetley there's things tion understand Utopian Impulse Waitrose Weight Watchers White Company woman women want