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Hardcover
Publisher: Crown Business
ISBN13: 9780307450388
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
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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.
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| Why She Buys Rocks |
| Customer Rating: 5 out of 5 |
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If you still don't get it, then you better get it -- Bridget Brennan's "Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers." Mad Men as Has Been, and there's no turning back.
Steve Duthie
Senior Adviser, Corporate Communications
Amway Corp.
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| A Must-Read book, Brennan is Spot-on - Insightful & Fearless |
| Customer Rating: 5 out of 5 |
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Why She Buys gave me more "eureka" moments than any business book in recent memory. If your business depends on women customers, this book will become your bible. It's full of great anecdotes and case studies. I've taken my highlighter it in a million places, and already know it's the kind of book I'll reference over and over again. Bravo to author Bridget Brennan for tackling an important subject in such a fun and fearless manner.
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| A Must Read! |
| Customer Rating: 5 out of 5 |
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I love this book. It is loaded with practical examples about the differences between men and women and ideas to leverage those differences to target female consumers. Brennan is at once a seasoned business pro and a master storyteller so her writing is not only fresh, relevant, and insightful, but also totally engaging and memorable. I retained so many helpful tips because she supports her well-researched assertions with vivid examples from the everyday life. Why She Buys is a serious and scholarly business book that is as entertaining as summer beach reading. If your business depends on female consumers this book is a must read for your entire staff. I plan to give copies of this book away at the office holiday party this year- it may be one of the few gift books that people actually read!
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| You think you know, but you have no idea who your consumer is until you read Why She Buys |
| Customer Rating: 5 out of 5 |
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Why She Buys is for men and women, sales people and advertising junkies, brand managers and retailers. While you think you might know who your target consumer is, you have no idea until you read Why She Buys by Bridget Brennan. So often we rely on consumer insights and decision trees to help us figure out how to push products and services, but Brennan has reminded us to take a step back from the data and understand our target's values, lifestyle and culture. With women making more than 80% of all purchasing decisions it is important for us to take a closer look at what is most important TO THEM when it comes to meeting the needs of women consumers.
This book is so much more than just gender culture, this book is the inside scoop on everything your consumer wants to share with you, but hasn't had the opportunity. The reality is, if you're not reading this book your competitor is. As someone who is in the advertising industry who works with female-dominated categories and brands, this book is a 'must read' if you plan on differentiating yourself at shelf.
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| Mencyclopedia?!!! |
| Customer Rating: 2 out of 5 |
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Why She Buys by Bridget Brennan makes many valid points - for twenty years ago. Aren't we over gender stereotyping yet? I thought we had come so much farther than this. I thought that intelligent people of all genders have been made aware of the pitfalls of classifying people with a broad brush.
Yes, it is still true that more high-level managers are men, and more consumers are women. Instead of being outraged by this, Ms. Brennan puts women into one big box and attempts to give male executives a 297-page manual for opening it.
I know as many practical men as practical women, yet the author stakes out the characteristic of `practical' as female. Brennan claims that women connect with other women by talking. Perhaps a more illuminating statement would be that extroverts connect with other people by talking. She says that women feel powerful when they can help others - yet I know as many men who espouse this characteristic. I know plenty of women who feel powerful when they are in charge of other people; she claims this is `how men view the world `. `Women want to know their business is appreciated.' Don't all people, regardless of gender, want to know their business is appreciated? Who wouldn't? The thought that one half of the population can `understand' the other half of the population with a `Mencyclopedia' is just plain offensive.
I am in complete agreement with the idea that managers and product designers need to put themselves in the shoes of those using their products and services. This is not a revolutionary idea; it is common sense, and I am sure it has been taught in introductory marketing courses from the inception of marketing as a discipline. Ms. Brennan attempts to give male executives a pair of female `shoes'. The problem is that the shoes she gives are 4-inch stilettos which are a size too small. A whole lot of women wear flats.
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