Too Busy to Shop: Marketing to Multi-Minding Women (Hardcover)

~ Kelley M. Skoloda (Author)

Editorial Reviews

From Publishers Weekly

If you still consider women a marketing niche segment, this book by brand expert Skoloda is a must-read. The author reveals that women not only control $3.3 trillion in consumer spending, but also make more than 80% of household purchase decisions and increasingly control this country's wealth. She asserts that women are far beyond multitasking—they actually multi-mind: simultaneously juggle home, family, work, social and financial obligations. In order to reach them, advertisers need to change their tactics, as her research illustrates that these busy women are immune to conventional marketing methods (they routinely Tivo through commercials and are inconvenienced rather than drawn in by new product displays). She presents studies that show women increasingly get shopping advice from friends and family, make purchasing decisions before entering stores and are drawn by cause connectivity, a company's involvement in issues that are meaningful to them. While occasionally repetitive and geared more toward professional marketers than general readers, this book offers a treasure trove of timely insights on how to better understand and engage women consumers. (Mar.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

“A must-read for every marketer or business owner. Too Busy To Shop addresses the biggest challenge in marketing to women today, multi-minding. Kelley Skoloda provides a better way to reach female consumers and a veritable salon of wisdom via interviews with some of today's most experienced and knowledgeable experts in the field.”–Marti Barletta, Founder, the Trendsight Group

“Women are the new American super consumers, and Skoloda's sharp insights into women's needs will deepen any company's ability to capitalize on fundamental shifts in female demographics, brand affiliations, shopping patterns and purchasing power.”–Leslie Morgan Steiner, Editor of the best-selling anthology Mommy Wars, Author of the upcoming Crazy Love and featured blogger for mommy.trackd.com

“Multi-Minding marketers take note: Kelley Skoloda has created a must-read book packed with powerful trend spotting and unique insights on the rapidly expanding and constantly morphing Marketing to Women space.”–Stacy DeBroff, Best Selling Author, TV Personality, CEO and Founder of Mom Central Consulting

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Product Details

• Hardcover: 200 pages
• Publisher: Praeger (March 5, 2009)
• Language: English
• ISBN-10: 0313354871
• ISBN-13: 978-0313354878
• Product Dimensions: 9.5 x 6.5 x 1 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #361,007 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars What do women want? Read "Too Busy to Shop" to find out., July 12, 2009

By	BeeAlexandra (Winnetka, IL USA) - See all my reviews

Must reading for anyone -- consumer marketer, b2b marketers, employers, politician -- to understand what drives contemporary women's habits. Kelley is the industry leader in understanding women and marketing to women. "Too Busy to Shop" advances the conversation with a single critical insight: priorities trump balance. Also includes tactical to-dos to effectively reach and engage women. (Bess Gallanis, Winnetka, IL)

5.0 out of 5 stars Nobody Knows Better, June 27, 2009

By	M. Weiner (USA) - See all my reviews (REAL NAME)

Kelly Skoloda has devoted her career to uncovering and understanding the preferences and values of multi-minding women. And so it stands to reason that the insights shared here demonstrate a level of expertise that comes only with years of experience and achievement. If your company or brand markets to women, Too Busy to Shop is a must read.

5.0 out of 5 stars A Resource for Multi-Minded Executives, May 14, 2009

By	Danielle Cuomo - See all my reviews (REAL NAME)

A Resource for Multi-Minded Executives



This book is an exceptional resource. As an owner of a business that markets to women, this book is the perfect answer for me as it is written for MultiMinded executives. It serves as a one-stop resource with factoids, insghts and opportunities for business and marketers of all sizes. I commend Skoloda's research and bringing these social, cultural, and financial purchasing shifts to the fore-front.



Anne Fleming, President & Founder

www.women-drivers.com