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With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women's market.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"See all Editorial Reviews
Some good stuff...but most of the references are out dated. I recommend "why she buys"...more insightful and timely.. Read morePublished 17 months ago by Terance P. John
Teacher no longer at school - I do recall the teacher being excited about this book.
I do know that books came in great condition and in time frame promised.
This is another one of those books that tries to repackage common sense and sell it as some ground-breaking perspective. Read morePublished on July 9, 2009 by Rebecca Clement
It not only encourages thinking like a woman, but also thinking like your customer does when she... or he... makes the purchase decision.Published on March 2, 2009 by Daryl D. Phillips
It is an honor to review this book from a male's perspective. In my opinion it's more important for men to read, hear and understand these distinctions. Read morePublished on December 28, 2006 by James D. Nichol