Synopses & Reviews
There's no question that women buy. "Don't Think Pink explains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market.
Synopsis
The cofounders of ReachWomen--a firm specializing in and advising clients on the behavior of women as consumer--help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.
Synopsis
"Purchases by women now total trillions of dollars annually, accounting for 85% of all consumer expenditures. So, reaching women should be considered the number one priority for most businesses.
Don’t Think Pink will help marketers see their brands through a woman’s eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.
Based on painstaking research into women’s experiences and perceptions, Don’t Think Pink reveals:
* How generational history, culture, life stages, and daily realities influence a woman’s buying mind
* How the manner in which women buy is more critical than what’s being sold
* How listening to women earlier and more often leads to more powerful strategies
* How to use the Internet and other technology -- both in market research and during the buying process -- to gain a greater understanding of female consumers
* How to gain a bigger share of the awesome purchasing power of women
There’s no question that women buy. Don’t Think Pink explains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market."
About the Author
Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are cofounders of ReachWomen, a firm specializing in and advising clients on the behavior of women as consumers.
Table of Contents
Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"
"Selected by Choice magazine for the annual Outstanding Academic Titles award list for 2004
Publishers Weekly: ""This is a solid guide for marketers at any corporation who want to reach the women's market.""
Harvard Business School Working Knowledge (www.hbswk.hbs.edu): ""The book is rich in practical suggestions and interesting stories, with an easy-to-read style.""
Donna Paz, Paz & Associates, The Reader’s Edge: ""Every once in awhile, I discover a business book that is filled with Aha! moments and new learning. Such was the case when I read Don’t Think Pink, recently released by AMACOM. Since women customers are so important to the bookstore business, I think you too will love learning about the many layers within this valuable niche marketÖand how things have changed over the last several decades. I think the book may be ever more important than Paco Underhill’s observations on retail, especially when it comes to bookstore marketing. Do remember to mention this book to other business owners in your area who cater to women customers. it can also serve as the basis for a presentation at a local Chamber of Commerce meeting or gathering of local women business owners. At the very least, all travel agents, realtors, salon owners and day care administrators will be glad they chose a business book this summer.""
Alf Nucifora, syndicated columnist: ""An intelligent roadmap to what really makes women buy."""