基本信息出版社：AMACOM
页码：224 页
出版日期：2004年06月
ISBN：081440815X
International Standard Book Number：081440815X
条形码：9780814408155
EAN：9780814408155
装帧：精装
正文语种：英语

内容简介 在线阅读本书

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 Pinkexplains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market.
作者简介 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.
媒体推荐 "..a resource and roadmap to seeing through the eyes of women in their buying process..This book is must reading! -- Choice

"..an intelligent roadmap to what really makes women buy." -- Alf Nucifora, syndicated columnist

"Every once in awhile, I discover a business book that is filled with "Aha!" moments and new learning." -- Donna Paz, Paz & Associates, The Reader's Edge
编辑推荐

Choice: "A resource and roadmap to seeing through the eyes of women in their buying process. This book is must reading!"

专业书评 From Publishers Weekly

With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women's market.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

"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."""

目录

"Foreword

Preface

Chapter 1. Brain Training:How Not to Think Pink

Chapter 2. Now You See “Her”:The Visible Approach to Marketing to Women

Chapter 3. Now You Don’t (See “Her”):The Transparent Approach to Marketing to Women

Chapter 4. Inside a Woman’s Mind:The Scientific Underpinnings

Chapter 5. Shaping the Generations:Baby Boomers (and Matures) to Gen Yers

Chapter 6. Looking Beyond the Generations:The Buying Filters of Life Stages and Women’s Roles

Chapter 7. Cultural Influencers:The Buying Filters of Emerging Minorities

Chapter 8. Learning Curves and Life Transitions:Relationship-Building Opportunities

Chapter 9. The Internet-Savvy Woman: Connecting with Her Online

Chapter 10. Online Research:Using E-Marketing to See Women Clearly

Chapter 11. Enlisting Women as Your Marketing Partners: An Alliance for Brand Success

Afterword. Investing in a Transparent Future

Notes

Recommended Reading

Index"

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