Women are responsible for making 80% of all purchasing decisions. In short, this makes women the most valuable consumer group in the world. This book, by two leading marketing practitioners, shows companies how to create marketing strategies and brands that will speak powerfully to women.
Many marketing and branding strategies attempt to please all of the people all of the time. The authors here demonstrate that the best marketing ideas fall out of understanding the differences between people. The most profound difference is their gender. A deep understanding of this difference can lead to more relevant, meaningful ideas, that will contribute more signficantly to a brand’s success. For example, recent research indicates that women live by four main codes – the Altruism, Aesthetic, Ordering and Affinity codes – which play a significant role in the way women judge and purchase goods and services. Brands or products that successfully reflect these codes will be the ones that stand out.
Inside Her Pretty Little Head
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Book Description
A lead business title that analyses the gender difference and shows how to target women more effectively.
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Review
Cunningham and Roberts have not only created an enjoyable , deeply
absorbing book, but they have also opened up a whole new area for marketers
that is sure to stimulate debate and lead to the re-evaluation of existing
marketing models and approaches . For men and women alike ,
this is the 'must read' marketing title of the year so far. -- The Marketer, May 1, 2007
The argument of Inside Her Pretty Little Head is that companies
that appeal to women are the ones that win.
It is tempting to scoff at the pseudo-science of caricaturing gender roles
and then codifying them for business. But many of the names that crop up as
effective marketers to women -Apple and Tesco, for instance -are among the
world's most successful businesses. Is it time to start asking companies
not only for profits forecasts, but whether they are in touch with their
feminine side?
-- The Times, February 17, 2007
absorbing book, but they have also opened up a whole new area for marketers
that is sure to stimulate debate and lead to the re-evaluation of existing
marketing models and approaches . For men and women alike ,
this is the 'must read' marketing title of the year so far. -- The Marketer, May 1, 2007
The argument of Inside Her Pretty Little Head is that companies
that appeal to women are the ones that win.
It is tempting to scoff at the pseudo-science of caricaturing gender roles
and then codifying them for business. But many of the names that crop up as
effective marketers to women -Apple and Tesco, for instance -are among the
world's most successful businesses. Is it time to start asking companies
not only for profits forecasts, but whether they are in touch with their
feminine side?
-- The Times, February 17, 2007
About the Author
Jane Cunningham and Philippa Roberts worked together for many years at leading advertising agencies BMP, DDB and Ogilvy & Mather. They will start up their own ageny in 2006, specializing in marketing to women.
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
By K. Davis
Format:Hardcover
This year I launched a lifestyle networking site for women called Be-Fabulous, and although I thought I knew how to market to women...after all I am one! I bought this book on a recommendation from a marketing friend.
It's been a fabulous help in keeping me 'on track' with my marketing efforts and even given me some more food for thought.
Great book and I'd highly recommend to anyone who truly wants to understand the female market.
It's been a fabulous help in keeping me 'on track' with my marketing efforts and even given me some more food for thought.
Great book and I'd highly recommend to anyone who truly wants to understand the female market.
By Imagineer
Format:Hardcover|Amazon Verified Purchase
I hope that other businesses in my market don't read this book. It is very well written and holds the secret to the future for marketing. So, for the sake of my business - DON'T READ THIS BOOK!!!
By Podpilot
Format:Hardcover
Not only worth reading but also studying for many, if not all, execs and entrepreneurs
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3.7 out of 5 stars
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Most Recent Customer Reviews
5.0 out of 5 stars
Females explained
This book provides a fascinating insight into the ways our minds work with emphasis,obviously,on the female psyche. Read more
Published on 19 Jan 2007 by Mr. R. B. Griffin
5.0 out of 5 stars
The Feminine Codes - a practical approach to marketing to women
The best book I have read on marketing to women. A fascinating and useful guide to help a mere man understand the intricacies of how the female mind works. Read more
Published on 27 Dec 2006 by Shakespeare Country
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