Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market (Hardcover)

by Lisa Johnson (Author), Andrea Learned (Author) "WOMEN'S SPENDING power and influence were once neglected by companies doing business in the United States..." (more)
Key Phrases: Asian American, United States, Home Depot (more...)

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

"..an intelligent roadmap to what really makes women buy." -- Alf Nucifora, syndicated columnist

"Every once in awhile, I discover a business book that is filled with "Aha!" moments and new learning." -- Donna Paz, Paz & Associates, The Reader's Edge

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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: 9.1 x 6.3 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars See all reviews (10 customer reviews)
• Amazon.com Sales Rank: #40,507 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

4.0 out of 5 stars Insightful !, March 22, 2005

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

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.

13 of 16 people found the following review helpful:

5.0 out of 5 stars Wow ! Bravo !, June 17, 2004

By	"rus4u" (Richmond, Virginia) - See all my reviews

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.

11 of 14 people found the following review helpful:

5.0 out of 5 stars They Get It!, October 6, 2004

By	Helen Thompson "President/Resonate" (Kansas City) - See all my reviews (REAL NAME)

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.