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Inside Her Pretty Little Head: A new theory of female motivation and what it means for marketing [Hardcover]

Jane Cunningham & Philippa Roberts
5.0 out of 5 stars  See all reviews (7 customer reviews)
RRP: 16.99
Price: 12.99 & FREE Delivery in the UK. Details
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Book Description

15 Nov 2006
A lead business title that analyses the gender difference and shows how to target women more effectively.

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.


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Inside Her Pretty Little Head: A new theory of female motivation and what it means for marketing + Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers + What Women Want: The Science of Female Shopping
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Product details

  • Hardcover: 256 pages
  • Publisher: Cyan Books Marshall Cavendish (15 Nov 2006)
  • Language: English
  • ISBN-10: 1904879969
  • ISBN-13: 978-1904879961
  • Product Dimensions: 16.5 x 24.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 208,133 in Books (See Top 100 in Books)

Product Description

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

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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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars a fabulous help! 24 Jun 2009
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.
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5.0 out of 5 stars Clever and insightful 13 Oct 2013
Format:Kindle Edition
written in engaging and relaxed style, this is an essential read for anyone interested in understanding and capturing the female market
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5.0 out of 5 stars Wonderfully insightful book 24 Jun 2013
Format:Paperback|Verified Purchase
The authors of this book spoke at a partners' event organised by notonthehighstreet.com. I missed the talk but heard such good things about it I decided to order this book. And I am so glad I did! The authors give such a good insight into how women respond to brands and their marketing, backed up with research and evidence. Everything they wrote made perfect sense, with just a few chapters read I was watching adverts on TV in a different light, noticing the language, messages and imagery used with this new knowledge. As a small business owner I have already started to put into action lessons learned from this book and I know I will refer back to it again and again.
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5.0 out of 5 stars Don't Read This Book!!! Please. 3 July 2011
Format:Hardcover|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!!!
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