Don't Think Pink: What Really Makes Women Buy--and How to Increase Your Share of This Crucial Market (Google eBook)

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AMACOM Div American Mgmt Assn, Jan 1, 2004 - Electronic books - 230 pages
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"Purchases by women now total trillions of dollars annually, accounting for 85% of all consumer expenditures. So, reaching women should be considered the number one priority for most businesses.

"Don't Think Pink" will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.

Based on painstaking research into women's experiences and perceptions, "Don't Think Pink" reveals:

* How generational history, culture, life stages, and daily realities influence a woman's buying mind

* How the manner in which women buy is more critical than what's being sold

* How listening to women earlier and more often leads to more powerful strategies

* How to use the Internet and other technology -- both in market research and during the buying process -- to gain a greater understanding of female consumers

* How to gain a bigger share of the awesome purchasing power of women

There's no question that women buy. "Don't Think Pink" explains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market."

  

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Don't think pink: what really makes women buy--and how to increase your share of this crucial market

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Given the large and growing consumer purchasing power of women in America, market research into their specific buying habits is a business priority. Johnson and Learned, cofounders of a market ... Read full review

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Contents

BRAIN TRAINING How Not to Think Pink
1
NOW YOU SEE HER The Visible Approach to Marketing to Women
25
NOW YOU DONT SEE HER The Transparent Approach to Marketing to Women
34
INSIDE A WOMANS MIND The Scientific Underpinnings
62
SHAPING THE GENERATIONS Baby Boomers and Matures to Gen Yers
83
LOOKING BEYOND GENERATIONS The Buying Filters of Life Stages and Roles
114
CULTURAL INFLUENCERS The Buying Filters of Emerging Majorities
139
LEARNING CURVES AND LIFE STAGES RelationshipBuilding Opportunities
155
THE INTERNET SAVVY WOMEN Connecting with Her Online
172
ONLINE RESEARCH Using EMarketing to See Women Clearly
187
ENLISTING WOMEN AS YOUR MARKETING PARTNERS An Alliance for Brand Success
198
INVESTING IN A TRANSPARENT FUTURE
211
NOTES
215
RECOMMENDED READINGS
223
INDEX
225
Copyright

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