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Don't Think Pink (Hardcover)

by Learned (Author) "WOMEN'S SPENDING power and influence were once neglected by companies doing business in the United States ..." (more)
4.0 out of 5 stars  See all reviews (1 customer review)
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Product details

  • Hardcover: 224 pages
  • Publisher: Amacom; Underlining edition (1 Jun 2004)
  • Language English
  • ISBN-10: 081440815X
  • ISBN-13: 978-0814408155
  • Product Dimensions: 23.1 x 16 x 2.5 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon.co.uk Sales Rank: 403,886 in Books (See Bestsellers in Books)

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Product Description

Product Description

Don’t Think Pink will help marketers see their brands through a woman’s eyes, unlocking the secrets to developing products, services and marketing strategies that truly resonate with female buyers

Don’t Think Pink reveals:

    How generational history, culture, life stages, and daily realities influence a woman’s buying mind

    How the manner in which women buy is more critical than what’s being sold

    How listening to women earlier and more often leads to more powerful strategies

    How to best use the Internet and other technology both in market research and during the buying process

    How to map the way to a bigger slice of the awesome purchasing power of women

About the Author

Andrea Learned (Bellingham, WA) is co-founder of Reach Women, a firm specializing in studying, learning from and advising clients on the behavior of women consumers.

Lisa Johnson (Bellingham, WA) is cofounder of Reach Women and currently CEO of Wildly Sophisticated Marketing Group.

Inside This Book (Learn More)
First Sentence
WOMEN'S SPENDING power and influence were once neglected by companies doing business in the United States. Read the first page
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4.0 out of 5 stars Insightful !, 22 Mar 2005
By Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews
(TOP 50 REVIEWER)    (REAL NAME)   
Women are the most powerful consumer force in the U.S., but they do not approach buying decisions the way men do. That's intriguing, but it doesn't mean that exhaustive demographic and sales statistics make interesting reading. Authors and marketing consultants Lisa Johnson and Andrea Learned explain how to direct your marketing efforts to women. Each chapter deals with a different subset of women - old, young, black, white, Hispanic, married, single - but the groups are compared along similar lines and the information is sliced the same way in most chapters. The authors liven up their exposition with short illustrative case studies, but the cases often feature products for which marketers have made no concerted, specific effort to attract female buyers. For instance, the decision to sell single servings of food occurred because of other demographics (more people living alone) and was not intended just to attract women buyers. Still, the thesis here is important enough to carry the authors' occasional tendency to twist product features to fit the theme, as well as their branding jargon. Acknowledging the significance of marketing to women, we recommend this information-packed book.
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