Women make 80 percent of all purchasing decisions and are therefore
undoubtedly the largest and most important consumer group, yet
women have been poorly understood and badly served by marketing
that has operated as if all customers are inherently the same. A
deep understanding of the differences between men and women leads
to more relevant, meaningful ideas that will contribute
significantly to a brand's success. Derived from the latest
research on gender, readers will learn that women judge and
purchase goods and services by four main codes: altruism,
aesthetic, ordering, and affinity. This essentially new approach
provides the tools, clear constructs, and case studies to help
companies take full advantage of the opportunities offered by
gender-based marketing.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!