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Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market Hardcover – June 1, 2004


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Product Details

  • Hardcover: 224 pages
  • Publisher: AMACOM; 1st edition (June 2004)
  • Language: English
  • ISBN-10: 081440815X
  • ISBN-13: 978-0814408155
  • Product Dimensions: 9.6 x 6.1 x 0.7 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #437,348 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

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.

Review

Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"


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Customer Reviews

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Thanks to the authors Lisa and Andrea for sharing their experience and findings in such a readable book.
"rus4u"
I first read the book about 18 months ago and had my fair share of revelations and just read it again and it surprised me how much more I took away.
James D. Nichol
It not only encourages thinking like a woman, but also thinking like your customer does when she... or he... makes the purchase decision.
Daryl D. Phillips

Most Helpful Customer Reviews

13 of 14 people found the following review helpful By Rolf Dobelli HALL OF FAME on March 22, 2005
Format: Hardcover
Women are the most powerful consumer force in the U.S., but they do not approach buying decisions the way men do. That's intriguing, but it doesn't mean that exhaustive demographic and sales statistics make interesting reading. Authors and marketing consultants Lisa Johnson and Andrea Learned explain how to direct your marketing efforts to women. Each chapter deals with a different subset of women - old, young, black, white, Hispanic, married, single - but the groups are compared along similar lines and the information is sliced the same way in most chapters. The authors liven up their exposition with short illustrative case studies, but the cases often feature products for which marketers have made no concerted, specific effort to attract female buyers. For instance, the decision to sell single servings of food occurred because of other demographics (more people living alone) and was not intended just to attract women buyers. Still, the thesis here is important enough to carry the authors' occasional tendency to twist product features to fit the theme, as well as their branding jargon. Acknowledging the significance of marketing to women, we recommend this information-packed book.
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13 of 16 people found the following review helpful By Helen Thompson on October 6, 2004
Format: Hardcover
After nearly 30 years in the marketing business, I am delighted to find two dynamic thinkers who have written compelling, concise and creative content on the needs of this country's most powerful and influencial market. Too long overlooked, women have different priorities, values, communication styles and preferences than men consumers. Learned and Johnson aptly address key differences, important nuances and critical factors that drive decision making, the customer experience and brand loyalty by giving actionable strategies for gaining women's trust and turning them into true brand advocates. Don't Think Pink is an easy read business book, dotted with personality and fun. If you want to train your brain to think differently about the women's market (not to mention grow your bottomline), but hate to be weighted down by the business-speak in a typicial business book, Don't Think Pink is for you.
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5 of 5 people found the following review helpful By Loren Woirhaye VINE VOICE on October 5, 2008
Format: Hardcover
I started reading this book and was bored
out of my skull fro about 40 pages. I thought
it was shallow and no more informative than
a magazine article.

I'm still not sure the material in here is book-worthy,
but I guess that's true of a lot of business books -
thin premises bulked up for publishing.

Not that it's bad or I didn't learn anything. Actually
I resented my boredom so I went back and started
"genius reading" it - a speed-reading method. In this
way I was able to tear through it fairly quickly
and extract some useful nuggets - perhaps affirming
stuff I already had guessed at but useful nevertheless.

I don't read a lot of market research books - so compared
to others perhaps this one is a star. I get the feeling
that this book was really written so junior executives
could use it as ammunition in the boardroom to get their
ideas through to a management with antiquated notions
of women's buying behavior.

The treatment of generational distinctions was helpful...
generation X (I'm part of it) and generation Y (the kids
today) are both comfortable with technology but the
younger generation is expects a crazy level of catering
to their tastes and whims... they are accustomed to instant
gratification in a way no group of people aside from
the extremely wealthy ever has been. That's an insight
worth keeping - and it goes across gender boundaries so
it applies to young men as well.
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15 of 19 people found the following review helpful By A Customer on May 28, 2004
Format: Hardcover
I've read a lot of business-related books and rarely do I find one that I can't put down. As a woman consumer, I read Don't Think Pink and I found myself feeling understood. As a businesswoman I believe that organizations that truly embrace the marketing philosophy, strategy and tangible suggestions that the authors provide will find themselves able to break ahead of the pack to reach their women customers innovatively.
The personality and expertise of the authors come through in their writing, which makes this book not only incredibly relevant in today's marketplace, but also just a fun, conversational, easy read!
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13 of 17 people found the following review helpful By "rus4u" on June 17, 2004
Format: Hardcover
The last time I was this enthused after reading a marketing book was in '99 when Paco Underhill's book Why We Buy was published. I've already begun a second (slower) reading of Don't Think Pink -- and I just bought it on Thursday!
Thanks to the authors Lisa and Andrea for sharing their experience and findings in such a readable book. After knocking around the marketing arena for a couple of decades, I am thrilled to have a ready, authoritative reference such as Don't Think Pink to cite when presenting recommendations and concepts, both internally as well as to clients.
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3 of 3 people found the following review helpful By James D. Nichol VINE VOICE on December 28, 2006
Format: Hardcover Verified Purchase
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. The marketplace as explained in Don't Think Pink is what most marketers need to consider. I found it helpful in relating our products to women and men after the first read.

What "Men are from Mars, Women are from Venus" did for the conversations in personal relationships "Don't Think Pink" does for business language. I highly recommend this book for anyone in sales, marketing, product development, advertising and management in any organization that is attempting to connect with the primary buyers.

PS. I first read the book about 18 months ago and had my fair share of revelations and just read it again and it surprised me how much more I took away. I'll let you know what I think of their next book guys.
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