"The 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)" Publishers Weekly (Copyright Reed Business Information, Inc.)

Gender is the most potent determinant of how a person views the world and everything in it--more powerful than age, income, race, and geography. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not, it doesn't take into account the one piece of information that trumps all else: the sex of the buyer. It is stunning how many companies overlook the psychology of gender, when we all know that men and women look at the world so differently.

Brennan provides field-proven business practices that give readers the tools to create, market and sell products and services to the world's most powerful consumers. When times are tough, as they are now, here is a fresh perspective that provides an invaluable competitive advantage. Bridget Brennan provides both the big picture and a pragmatic how-to about what needs to be done Monday morning.

Gender is the most potent determinant of how a person views the world and everything in it--more powerful than age, income, race, and geography. Brennan provides field-proven business practices that give readers the tools to create, market, and sell products and services to the world's most powerful consumers.