| 商家名称 |
信用等级 |
购买信息 |
订购本书 |
|
|
 |
Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers |
 |
|
|
Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers |
|
基本信息·出版社：Crown Business
·页码：336 页
·出版日期：2009年07月
·ISBN：0307450384
·International Standard Book Number：0307450384
·条形码：9780307450388
·EAN：9780307450388
·装帧：精装
·正文语种：英语
内容简介 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.
Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate.
This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently.
Bridget Brennan’s
Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most.
• No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences
between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked.
• The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning.
• The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews,
Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel.
At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.
作者简介 BRIDGET BRENNAN is the CEO of Female Factor. She has pioneered marketing and sales strategies that appeal to women and has worked with major companies to put them into practice. Throughout her award-winning career, Brennan has worked for clients such as Whirlpool, Johnson & Johnson, Colgate-Palmolive, Pizza Hut, and United Airlines. She is a popular speaker who has lectured at Northwestern University’s Kellogg School of Management. She lives in Chicago.
媒体推荐 “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
专业书评 From Publishers WeeklyThe 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. Brennan?s 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.
文摘 1
Women are the Mother Lode
What They Didn’t Teach You in Business School
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.
New research shows that male and female brains are so different that it’s almost as if we’re each living in our own gender-specific realities. You may already have suspected this—perhaps since kindergarten—but the implications for businesses are just beginning to be understood, and they are nothing short of revelatory.
Women are the driving force of the global economy, and men drive the majority of senior-level business decisions. Which means that men are usually the people who have the final say in designing and approving products that are aimed at women; developing marketing campaigns that target women; creating retail environments to attract women; and setting up sales training programs that motivate women to say, “I’ll take it.”
Yet when profit goals aren’t met, when products aren’t moving, or when marketing isn’t working, it rarely occurs to executives that sex might be the problem. Not sex the verb, but sex the noun. Instead of thinking, Perhaps we just don’t understand our female customers, people will tell themselves that the media mix wasn’t right, or the distribution strategy didn’t work, or the agency didn’t do its job. But there is another possibility: that one sex is making its purchasing decisions differently, in a way the other just can’t see.
There are some obvious reasons this can happen. From the moment we’re born, gender identity is a crucial part of our personality development. Masculinity itself is often defined as that which is not feminine.1 From the time they’re young, boys learn to reject or repress all things feminine to be accepted by their peers and society at la
……
