What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market
Overview
Women spend trillions of dollars every year. Why are you missing out?
"Purchases by women now total trillions of dollars annually, accounting
for 85% of all consumer expenditures. So, reaching women should be
considered the number one priority for most businesses.
Don't Think Pink will help marketers see their brands
through a woman's eyes, unlocking the secrets to developing products,
services, and marketing strategies that truly resonate with female
buyers.
Based on painstaking research into women's experiences and perceptions,
Don't Think Pink reveals:
* How generational history, culture, life stages, and daily realities
influence a woman's buying mind
* How the manner in which women buy is more critical than what's being
sold
* How listening to women earlier and more often leads to more powerful
strategies
* How to use the Internet and other technology -- both in market
research and during the buying process -- to gain a greater
understanding of female consumers
* How to gain a bigger share of the awesome purchasing power of women
There's no question that women buy. Don't Think Pink
explains what drives their buying decisions, and how businesses can
capitalize on this enormous (and evergreen) market."
About the Author
Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are
cofounders of ReachWomen, a firm specializing in and advising clients on
the behavior of women as consumers.
Back to Top
Table of Contents
"Foreword
Preface
Chapter 1. Brain Training:How Not to Think Pink
Chapter 2. Now You See "Her?:The Visible Approach to Marketing to Women
Chapter 3. Now You Don't (See "Her?):The Transparent Approach to
Marketing to Women
Chapter 4. Inside a Woman's Mind:The Scientific Underpinnings
Chapter 5. Shaping the Generations:Baby Boomers (and Matures) to Gen Yers
Chapter 6. Looking Beyond the Generations:The Buying Filters of Life
Stages and Women's Roles
Chapter 7. Cultural Influencers:The Buying Filters of Emerging Minorities
Chapter 8. Learning Curves and Life Transitions:Relationship-Building
Opportunities
Chapter 9. The Internet-Savvy Woman: Connecting with Her Online
Chapter 10. Online Research:Using E-Marketing to See Women Clearly
Chapter 11. Enlisting Women as Your Marketing Partners: An Alliance for
Brand Success
Afterword. Investing in a Transparent Future
Notes
Recommended Reading
Index"
Back to Top
