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. |
From inside the book
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... emotional memories.7 - Furthermore , MRI and PET scans have shown that , when processing emotions , far more areas of the brain are activated in women than in men . Many more neural pathways , connecting different parts of the brain ...
... emotional impact generated by incredible but fleeting moments that have been captured and shared . Almost instantly , a whole new and powerful emotional territory opens up for the BG Inc. brand . The dark - coloured , functional ...
... Emotional benefits Brand positioning Then there are the models based on a pyramid or a hierarchy of some sort . Invariably these have , at their foundations , a number of different features and attributes , which , unless the brand is ...
Contents
INTRODUCTION 1 | 1 |
THE MALE ACHIEVEMENT IMPULSE | 29 |
THE MASCULINITY OF MARKETING | 53 |
Copyright | |
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