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Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers Hardcover – July 7, 2009
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From Publishers Weekly
The founder of Female Factor Strategic Consulting is a convincing cheerleader for marketing more effectively to women. She points out that women purchase or are the key influencers in about 80% of all consumer product sales in the U.S. alone—but 90% of marketing execs trying to reach them are men. In her crusade to teach marketers to become female-literate, Brennan offers very practical advice, urging readers to think twice before using overtly masculine competitive messages, to avoid violent images and language, and to realize that women, focused on practicality rather than cool bells and whistles, require fairly sophisticated marketing: pink is not a strategy, she reminds us tartly. The five important global demographic changes affecting female consumerism—more women in the work force; delayed marriages and therefore more spending on self; lower birthrates resulting in fewer kids (but more stuff); a divorce economy, which translates into needing two of everything; and the growing rate of active older women—mean that the female market must be well catered to. BrennanÖs style is smart and straightforward, and her pragmatic advice is spot-on; marketers should take note. (July)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
“Bridget Brennan’s book provides a highly readable road map to help marketers and salespeople understand women’s beliefs, values, and sensitivities. Given that women account for a high percentage of purchases, while many products are developed and sold by men, a reading of Bridget’s book will go a long way to closing this gap and improving the satisfaction of both genders.” —Philip Kotler, S. C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University
“Bridget Brennan’s highly informative and entertaining book provides keen–and unusual–insights into both the psychological makeup of women consumers and the demographic facts that everyone in business needs to know in order to execute marketing strategies in this challenging economic environment. Long live the Female Economy!” —Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company
"Ms. Brennan is all about the commerce she observes. 'If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle.' [She] explores the marketing opportunities offered by trends…all of which leave women making even more buying decisions." –Wall Street Journal
"Is the customer always right? Yes, She is: An entertaining and …rich account of…untapped opportunities. Fun and anecdotal." --Financial Times
"Lively, insightful and relentlessly engaging…should be required reading for anyone burdened with a Y chromosome." –Fortune Small Business
"Brennan details the major trends behind female spending and provides strategies for companies to crack the code." –Forbes Woman
“[Brennan] explains why the existing misunderstanding of gender cultures isn't just a gender gap but a gender "canyon," and provides case studies of female-focused initiatives from marketers such as Callaway, Ryland Homes, Lululemon, Lexus and MasterCard" – Advertising Age
“Word of mouth can make or break a brand, and this book confirms the fact that women talk to other women more about products than men do” --Journal of Consumer Marketing
"Why She Buys [guides] retailers and consumer goods manufacturers on how [women] are increasingly powerful consumers and how they think and shop."–LA Times
“Nab the Women’s Market” – Investors Business Daily
“Since we (women) are driving the economy and the economy could use a boost, it’s all good news” – ABC NEWS NOW
“[Women] are the most important constituency because they make all the decisions….a much needed perspective” – Fox Business Morning
“Witty and insightful” – Marie Claire India
Top customer reviews
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I think we, men of course, all think we know the best thing to do but deep down we all look for a woman's opinion and I am learning more and more we need to look more. Bridget addresses that from the off and then gives many examples of why. Taking her approach will be something I will try to implement as the formula works for me and I recommend that if you have products reaching out to the women of the world, you read it too.
What I liked most was that Bridget constantly made references to women which aligned perfectly to my wife and how she shops. Looking at it from the company that offers perspective, made me realise what worked and what did not with my wife. So many of the examples where they got it right, my wife shops at and none of these companies take her for granted as she will not stop until she knows she is getting value.