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.
"From the Hardcover edition."
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