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Daring Book for Boys in Business [Paperback]

Jane Cunningham , Philippa Roberts
5.0 out of 5 stars  See all reviews (4 customer reviews)
RRP: 16.99
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Book Description

1 Jan 2013
Why is it that some companies/brands succeed with women and others don t? In sectors as valuable as telecoms, financial services, consumer electronics, cars, technology, gaming and utilities, women consistently report low levels of interest, and demonstrate lower levels of engagement than their male counterparts. Can companies really afford to miss out like this? Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands and marketing to ensure they appeal to the entire mainstream audience rather than just one half of it. This book reveals why it is that some companies succeed with women and others don t. It outlines the key determinants that make up the successful gender-free brand and the opportunities it presents.

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Daring Book for Boys in Business + Inside Her Pretty Little Head: A New Theory of Female Motivation and What it Means for Marketing
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Product details

  • Paperback: 224 pages
  • Publisher: Lid Publishing (1 Jan 2013)
  • Language: English
  • ISBN-10: 1907794255
  • ISBN-13: 978-1907794254
  • Product Dimensions: 2.5 x 15 x 22.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 99,013 in Books (See Top 100 in Books)

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Product Description

About the Author

Jane Cunningham and Philippa Roberts are the founders of Pretty Little Head, a consultancy that specialises in gender marketing. Their clients include Tesco and the Conservative Party in the UK. They are the authors of Inside Her Pretty Little Head and previously worked in leading international advertising agencies.

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1 of 1 people found the following review helpful
5.0 out of 5 stars great practical advice 11 Oct 2013
A great read for anyone in business today. The female market has been badly served.... This book is a positive practical guide to help redress marketing campaigns to ensure they no longer restrict success in selling to women. Easy to read with simple solutions - worth the time.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Insightful, Humorous and stylish 11 Oct 2013
By T Byrne
As an academic, this book wasn't directed at me. However, as much as I don't like to be stereotyped into thinking by gender, I found it highly insightful in relation to how women think about and approach products/the consumer experience. This is a highly readable and credible book for those wanting to think a little bit smarter about female consumers and it will remind you how many poor marketing campaigns are out there.
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0 of 1 people found the following review helpful
5.0 out of 5 stars A must for all intereasted in advertising 21 Jun 2013
Format:Paperback|Verified Purchase
This book gives a very informative and useful insight into feminine aspects of advertising and is written in a light and accessible manner. Complements the authors' earlier work 'Inside her Pretty Little Head'
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1 of 3 people found the following review helpful
5.0 out of 5 stars Accessible and informative 26 May 2013
Written in a chatty and approachable way this fascinating book describes the tools and insights required to market effectively to female consumers. Rather than add a feminine touch to existing marketing strategies this book provides critical insights into the differences between male and female decision making and then goes on to provide useful tools and techniques to identify and correct 'male bias' so that your marketing appeals to female decision makers as well as male. With women consumers about to outstrip males even in traditional markets such as electronics this book is essential reading for those with anything to market and fascinating to those who don't
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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  1 review
5.0 out of 5 stars Logical, helpful and inspiring 28 Oct 2013
By Ian Forth - Published on
This struck me as fulfilling the same role in relation to its predecessor - Inside Her Pretty Little Head - as Adam Morgan's Pirate Within book occupied a propos its forerunner Eating the Big Fish. The positive feedback to the first book - probably the best modern handbook in how to market to women - had included some unanswered questions about how to market to men without alienating the other half of the population. This book meets that need extremely successfully. If you are, for example, a brewer and wondering whether you should launch a "female friendly" beer or an equivalent credit card if you are a banker, then this book's for you. Marketing questions don't really get more fundamental, and this is the perfect book to fill the gap.
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