| |||||
Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market
Books: Travel: Atlanta: Item 3
|
Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Marketby Lisa Johnson and Andrea Learned
|
8 of 8 people found the following review helpful: Insightful !, March 22, 2005 Reviewer:Rolf Dobelli (Luzern Switzerland) - 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.
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.
Alf Nucifora, syndicated columnist
"..an intelligent roadmap to what really makes women buy."
Shop Bookstores:
Books
Resources
Most Watched Book Auctions
Atlanta at Sduf
News To Peruse
More Subjects
Book Review Directory
Reviewed Authors
Reviewed Titles
Review List
Site Map
