Women buy the weekly shopping, home insurance, household appliances, soft furnishings, holidays and more. CEO's and Marketers need to acknowledge that women really are the Boss when it comes to buying. They also need to understand the many psychological and behavioral characteristics of women that affect their relationships with brands. This book identifies the key biological and brain differences between women and men, then defines more effective marketing approaches based on these insights.

Women are the most financially attractive target audience and buy the majority of products and services, so improving the way we market to women is the easiest and most effective business growth strategy. This book dispels the traditional stereotypes about women as consumers and creates a clear business case for marketing to women.