Inside Her Pretty Little Head: A New Theory of Female Motivation and what it Means for Marketing

Front Cover
Cyan, 2006 - Business & Economics - 247 pages
1 Review
Women are responsible for making 80% of all purchasing decisions. In short, this makes women the most valuable consumer group in the world. This book, by two leading marketing practitioners, shows companies how to create marketing strategies and brands that will speak powerfully to women.
Many marketing and branding strategies attempt to please all of the people all of the time. The authors here demonstrate that the best marketing ideas fall out of understanding the differences between people. The most profound difference is their gender. A deep understanding of this difference can lead to more relevant, meaningful ideas, that will contribute more significantly to a brand's success. For example, recent research indicates that women live by four main codes the Altruism, Aesthetic, Ordering and Affinity codes which play a significant role in the way women judge and purchase goods and services. Brands or products that successfully reflect these codes will be the ones that stand out.

From inside the book

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

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

7 other sections not shown

Common terms and phrases

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.

Bibliographic information