Why She Buys

Not only should she be taken seriously, she should be catered to seriously. Just because she's wearing a ponytail doesn't mean she's not earning a big, fat paycheck. Stereotypes are slow to die. It seems there's never a news story about ...

Why She Buys

If 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, more 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 differences between 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.

More Books:

Why She Buys
Language: en
Pages: 320
Authors: Bridget Brennan
Categories: Business & Economics
Type: BOOK - Published: 2009-07-07 - Publisher: Currency

If 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
Winning Her Business
Language: en
Pages: 256
Authors: Bridget Brennan
Categories: Business & Economics
Type: BOOK - Published: 2019-03-05 - Publisher: HarperCollins Leadership

Bridget Brennan, CEO of Female Factor, shows readers how to win sales and grow market share by creating a customer experience that appeals to the most powerful consumers: women. When people think about the world’s growth markets, they often envision countries like China and India. Yet they miss the largest
On Social Research and Its Language
Language: en
Pages: 333
Authors: Paul F. Lazarsfeld
Categories: Social Science
Type: BOOK - Published: 1993-11-15 - Publisher: University of Chicago Press

The eighteen essays in On Social Research and Its Language illustrate the diversity of Lazarsfeld's substantive, methodological, and organizational interests. Spanning the years 1933 to 1972, they encompass his own works of social research, as well as writings on methodology and the history and sociology of social research. Articles on
Processual Sociology
Language: en
Pages: 336
Authors: Andrew Abbott
Categories: Social Science
Type: BOOK - Published: 2016-03-07 - Publisher: University of Chicago Press

For the past twenty years, noted sociologist Andrew Abbott has been developing what he calls a processual ontology for social life. In this view, the social world is constantly changing—making, remaking, and unmaking itself, instant by instant. He argues that even the units of the social world—both individuals and entities—must
The Politics of Method in the Human Sciences
Language: en
Pages: 633
Authors: George Steinmetz
Categories: Social Science
Type: BOOK - Published: 2005-04-25 - Publisher: Duke University Press

The Politics of Method in the Human Sciences provides a remarkable comparative assessment of the variations of positivism and alternative epistemologies in the contemporary human sciences. Often declared obsolete, positivism is alive and well in a number of the fields; in others, its influence is significantly diminished. The essays in