Inside Her Pretty Little Head: A New Theory of Female Motivation and what it Means for MarketingWomen 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. |
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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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Common terms and phrases
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
Bibliographic information
| Title | Inside Her Pretty Little Head: A New Theory of Female Motivation and what it Means for Marketing |
| Authors | Jane Cunningham, Philippa Roberts |
| Edition | illustrated |
| Publisher | Cyan, 2006 |
| Original from | the University of Michigan |
| Digitized | Jan 13, 2010 |
| ISBN | 1904879969, 9781904879961 |
| Length | 247 pages |
| Subjects | › › Business & Economics / Management Business & Economics / Marketing / General Social Science / Women's Studies |
| Export Citation | BiBTeX EndNote RefMan |