Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers

Why She Buys: The New Strategy for Reaching the World's Most Powerful ConsumersIf The Consumer Economy Had A Sex, It Would Be Female.If The Business World Had A Sex, It Would Be Male And Therein Lies The Pickle.Women Are The Engine Of The Global Economy, Driving 80 Percent Of Consumer Spending In The United States Alone They Hold The Purse Strings, And When They Ve Got A Tight Grip On Them As They Do Now, Companies Must Be Shrewder Than Ever To Win Them Over Just When Executives Have Mastered Becoming Technology Literate, They Find There S Another Skill They Need Becoming Female Literate This Isn T Always Easy Gender Is The Most Powerful Determinant Of How A Person Views The World And Everything In It It S Stronger Than Age, Income, Or Race While There Are Mountains Of Research Done Every Year Segmenting Consumers And Analyzing Why They Buy, Often Than Not It Doesn T Factor In The One Piece Of Information That Trumps Them All The Sex Of The Buyer It S Stunning How Many Companies Overlook The Psychology Of Gender When We All Know That Men And Women Look At The World So Differently.Bridget Brennan S Why She Buys Shows Decision Makers How To Bridge This Divide And Capture The Business Of The World S Most Powerful Consumers Just When They Need It Most No Matter Where You Live, Women Are A Foreign Country You Ll Discover The Value In Studying Women With The Same Intensity That You Would A Foreign Market Women Grow Up Within A Culture Of Their Own Gender, Which Is Often Invisible To Men Brennan Dissects This Female Culture And Explains The Important Brain Differencesbetween Men And Women That May Cause Your Female Customers To Notice Things About Your Products, Marketing Campaigns, Or Sales Environment That You Might Have Overlooked The High Fives There Are Five Major Trends Driving The Global Female Population That Are Key To Determining Their Wants And Needs These Global Shifts Are Just Beginning To Be Tapped By Businesses, And Learning About Them Can Provide You With An Invaluable Blueprint For Long Range Planning The Good, The Bad, And The Ugly Find Out How The Best And Brightest Companies Have Cracked The Female Code, And Hear Horror Stories About Those That Haven T Through Instructive Case Studies And Interviews,Why She Buys Provides Practical, Field Proven Techniques That You Can Apply To Your Business Immediately, From Giants Like Procter Gamble And Toyota To Upstarts Like Method Home Care Products And Lululemon Athletica Apparel At A Time When Every Company Is Looking For A Competitive Advantage, Bridget Brennan Offers A New And Effective Lens For Capturing Market Share. Typical of practically every business book I ve read interesting title, about 5 pages of insight scattered among 200 pages of random assertions, truisms, anecdotes, and general duh stories.I bought this so I might help my wife with her women s boutique But most of the content consists of the author trying to convince the reader that women shop differently from men, with stories of duh moments of male dominated advertising agencies coming up with dumb campaigns.I managed to extract Typical of practically every business book I ve read interesting title, about 5 pages of insight scattered among 200 pages of random assertions, truisms, anecdotes, and general duh stories.I bought this so I might help my wife with her women s boutique But most of the content consists of the author trying to convince the reader that women shop differently from men, with stories of duh moments of male dominated advertising agencies coming up with dumb campaigns.I managed to extract out at least a few ideas but geez, the crap that qualifies as publishable in the business book world sigh It is a must read for marketers targeting women,In this book, Bridget Brennan brilliantly reveals how many businesses may have overlooked the role of the female buyer in the customer economy, how she makes her purchasing decisions and why she influences other consumers decisions In her book Why She Buys, she shows how consumer decisions are influenced by gender she makes the point that up to 80% of consumers are female and businesses should structure their marketing campaigns to focus on the It is a must read for marketers targeting women,In this book, Bridget Brennan brilliantly reveals how many businesses may have overlooked the role of the female buyer in the customer economy, how she makes her purchasing decisions and why she influences other consumers decisions In her book Why She Buys, she shows how consumer decisions are influenced by gender she makes the point that up to 80% of consumers are female and businesses should structure their marketing campaigns to focus on the needs of this influential consumer.This book exceeds the mundane arguments of gender culture and perceptions It delves deeper into how the female buyer purchases and why she makes these decisions Women and men have different ways of looking at the world and they shop differently too I like the point introduced here that businesses should be keen to understand the needs of the female consumer before marketing anything to her The book is virtually what the female consumer wants to tell businesses but has not had the opportunity to.If you are looking to stand out from the crowd of thousands of products targeting women, this book can help you to greatly differentiate your product at the shelves It is a must read for marketers, brand managers, advertisers, men and women I enjoyed reading this book it was interesting, fast and enjoyable But there was nothing groundbreaking here, although I suspect there is still quite a need for a book like this Most of the points seemed obvious to me but then, I am a woman I worked in a company s marketing department 20 years ago and most of this information would have been news to the greater majority of our staff it seems sad if it hasn t changed that much, and frankly I would not be surprised if it hasn t.Entertaining I enjoyed reading this book it was interesting, fast and enjoyable But there was nothing groundbreaking here, although I suspect there is still quite a need for a book like this Most of the points seemed obvious to me but then, I am a woman I worked in a company s marketing department 20 years ago and most of this information would have been news to the greater majority of our staff it seems sad if it hasn t changed that much, and frankly I would not be surprised if it hasn t.Entertaining and of the moment This was just a sexist pile of drivel with no practical insights for the common salesman This book is directed solely toward marketers, campaigners, and CEO s, and basically tells them to ignore men and focus solely on women It is not worth your time at all. As a female I found the book to be very illuminating the whys of some of the innovations in customer service the proliferation of customer feed back surveys I receive, the ones I respond to and the ones I ignore, all cycle back into design of, or integration of changes to service levels As an agent of customer service and a representative of a brand, it is an informative message of where the customer is actually directing their attention during down times in service line ups, on hold times As a female I found the book to be very illuminating the whys of some of the innovations in customer service the proliferation of customer feed back surveys I receive, the ones I respond to and the ones I ignore, all cycle back into design of, or integration of changes to service levels As an agent of customer service and a representative of a brand, it is an informative message of where the customer is actually directing their attention during down times in service line ups, on hold times or in instances of service interruptions when we don t have the product and make counter proposals, or offers to meet their needs, how satisfied are they with the outcome How can we improve that Ms Brennan addressed this in her book which was published in 2009, and re issued in 2011 I wonder what she would change of the suggested organizational changes to corporate structure to includefemales in key stakeholder positions and in the design and planning processes to integratefemale friendly or sensitive processes would she suggest we go further Within home building companies many changes have been made in the larger companies to include plans and footprints that take into account the needs of a working woman mother trying to multi task while cooking and supervising children I can t speak to how responsive the automotive industry is as I have only been car shopping in the presence of my husband and we have been respectfully addressed as a couple shopping but it may be different were I on my own I think the industry is slowly evolving Within my own industry and store a retail book unit males and females shop equally, with woman tipping the balance a bit in favour for their own or family oriented shoppingoften than males but the service model is very responsive to them because they ask for direction or assistanceoften and welcome or ask for reading suggestionsreadily I had conversations with my husband and son over dinner about the frequency they are sent customer feedback surveys electronically While I receive at least two per week, they report receiving less than 1 per month typically This would support the author s conclusions about women beingastute shoppers,observant andlikely to report customer satisfaction results, and thus their views are soughtfrequently than men s These surveys proliferate and have doubtless increased in the last ten years as businesses seek a competitive edge and don t want to lose any customers to anything so easily preventable or remediable as customer service lapses.While these are just a few of the eye openers in the book, I would recommend it to anyone who is involved in customer service or interested in the field This book is fascinating, not just from a business perspective but also a cultural one I highly recommend it. Anyone in sales, marketing or retail needs to read this book This is perhaps one of the most important books written in this field in years amazing and definitive. Summary Companies and corporations should focuson strategies to woo women wince women have so much buying power as people who spend so much in the economy especially in light of changing demographics in America.Context For so long, corporate america has trained mostly male employees how to reach consumers the wrong way Since so many men do not know the psychology of women and so many of those man are in middle level positions in corporate america, many corporations are missing out on wo Summary Companies and corporations should focuson strategies to woo women wince women have so much buying power as people who spend so much in the economy especially in light of changing demographics in America.Context For so long, corporate america has trained mostly male employees how to reach consumers the wrong way Since so many men do not know the psychology of women and so many of those man are in middle level positions in corporate america, many corporations are missing out on wooing the their most profitable people group women While many strategies have been thought to get the female spender to spend the color pink in women products, etc , the key to getting women to spend is actually very simple and corporations could benefit from havingwomen as their employees because women get women One example of this explanation is that women like to see advertisements of how things do something as opposed to how things work Evaluation I like this book but felt the thesis was not that compelling It is something I could have read in a Consumer Report That being said, it trained me to pick up on the antics that companies use to get me as a woman to spend I hope to orient my budget and thought process in a way that is aware of these schemes For example, Brennan noted that many marketing schemes rely on the understanding that consumers desire a product because they believe it will fulfill a long awaited fantasy With this in mind, I hope to ask myself questions before buying products Based on my worldview, do I really believe that this thing will fulfill my fantasy Are my fantasies even true to reality and what I believe about the world generally If I believe that a makeup product or any product is meant to fulfill the fantasy I have of being beautiful for example, I would make sure to follow up with these questions This book clues marketers into everything from gender differences to a typical day in the life of a woman to the top ten rules about female consumers I love the chapter Pink Is Not A Strategy I love the way she did her Notes bibliography page in the back much simpler and less distracting than the usual way but all the pertinent info is there If you market to women, I m sure you ll find something helpful in this book. I might be a little prejudiced, as I know the author But I have to say, Bridget has a great style of writing Her book is packed full of information and she lays out details of good marketing strategy I know there is a difference in male and female psychological makeup, but Bridget does an incredible job of explaining how this impacts marketing decisions.

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  • Hardcover
  • 336 pages
  • Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers
  • Bridget Brennan
  • English
  • 19 December 2018
  • 0307450384