TY  - BOOK
AU  - Johnson,Lisa
AU  - Learned,Andrea
TI  - Don't think pink: what really makes women buy--and how to increase your share of this crucial market 
SN  - 081440815X :
AV  - HC79.C6 J64 2004
PY  - 2004///
CY  - New York
PB  - AMACOM
KW  - Women consumers
KW  - Marketing
N1  - Includes bibliographical references (p. 223) and index; Brain Training: How Not to Think Pink -- Now You See "Her": The Visible Approach to Marketing to Women -- Now You Don't (See "Her"): The Transparent Approach to Marketing to Women -- Inside a Woman's Mind: The Scientific Underpinnings -- Shaping the Generations: Baby Boomers (and Matures) to Gen Yers -- Looking Beyond Generations: The Buying Filters of Life Stages and Roles -- Cultural Influencers: The Buying Filters of Emerging Majorities -- Learning Curves and Life Stages: Relationship-Building Opportunities -- The Internet-Savvy Woman: Connecting with Her Online -- Online Research: Using E-Marketing to See Women Clearly -- Enlisting Women as Your Marketing Partners: An Alliance for Brand Success -- Afterword: Investing in a Transparent Future
N2  - Women make or influence more than 80 percent of all consumer purchases in the United States, accounting for trillions of dollars annually. Is your business doing absolutely everything it can to tap into this immense market? Don't Think Pink will help you see your brand through a woman's eyes, giving you the practical tools you need to develop 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 unlocks the secret to gaining a bigger share of women's enormous buying power by revealing: Why and how you should replace your current "visible" marketing, which merely tells women your product is "for them," with cutting-edge "transparent marketing," which focuses on what's actually important to the buyer, How women behave online, and how to take advantage of online resources to stay in touch with the women's market, The different ways to segment the women's market, and how generational history, culture, life stages, degree of confidence with technology, and other factors influence a woman's buying mind, That how women buy can be even more critical than the product or service being sold; The authors share their groundbreaking studies that reveal how to identify the common traits of your target buyer and use them as a foundation for tapping into women's buying preferences and processes. (In fact, you can even adapt this methodology to reach any group you wish to target, regardless of gender, culture, or socioeconomic status.) There's no question that women buy. Don't Think Pink explains what drives their buying decisions, and how your business can capitalize on this enormous (and evergreen) market
ER  -