- Series: later printing
- Hardcover: 224 pages
- Publisher: AMACOM; 1st edition (June 2004)
- Language: English
- ISBN-10: 081440815X
- ISBN-13: 978-0814408155
- Product Dimensions: 6.5 x 1.2 x 12.5 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 13 customer reviews
- Amazon Best Sellers Rank: #2,051,609 in Books (See Top 100 in Books)
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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, 2004
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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.
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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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.
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.
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!