|Quinlan, Mary Lou|
Just Ask a Woman
Cracking the Code of What Women Want and How They Buy
1. Auflage Mai 2003
2003. 272 Seiten, Hardcover
ISBN 978-0-471-36920-2 - John Wiley & Sons
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Are You Talking to Me? is a guide for marketers, advertisers, and brand managers on how to tap into female consumers' needs, written by the founder of a consultancy dedicated to marketing to women, Mary Lou Quinlan. She explores topics such as why women buy what they do, what makes them like or dislike a company, how they make decisions, how their preferences change with age, and how to sell to a woman without "selling" her. Because women make up to 85 percent of all buying decisions, brand managers and advertisers must understand them--this book lets them do that.
Aus dem Inhalt
Chapter One: A Checkup for Marketers: Listening or Not?
Chapter Two: Self-Induced Stress.
Chapter Three: Deliberate Decision Making.
Chapter Fou: The Vigilante Shopper.
Chapter Five: The Tug-of-War with the Mirror.
Chapter Six: Intimate with Technology.
Chapter Seven: Demanding Respect.
Chapter Eight: Craving Comfort.
Chapter Nine: A Listening Action Plan for Marketers.