|Don't Think Pink: What Really Makes Women Buy: and How to Increase Your Share of This Crucial Market|
|by Lisa Johnson and Andrea Learned||ISBN:081440815x|
|AMACOM © 2004|
This solid guide is for marketers who want to reach the women's market. It 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.
|Table of Contents|
|Don't Think Pink”What Really Makes Women Buy”and How to Increase Your Share of this Crucial Market|
|Chapter 1||-||Brain Training”How not to Think Pink|
|Chapter 2||-||Now You See "her" ”The Visible Approach to Marketing to Women|
|Chapter 3||-||Now You Don't (See "her" )”The Transparent Approach to Marketing to Women|
|Chapter 4||-||Inside a Woman's Mind”The Scientific Underpinnings|
|Chapter 5||-||Shaping the Generations”Baby Boomers (and Matures) to Gen Yers|
|Chapter 6||-||Looking Beyond Generations”The Buying Filters of Life Stages and Roles|
|Chapter 7||-||Cultural Influencers”The Buying Filters of Emerging Majorities|
|Chapter 8||-||Learning Curves and Life Stages”Relationship-Building Opportunities|
|Chapter 9||-||The Internetsavvy Woman”Connecting with her Online|
|Chapter 10||-||Online Research”Using e-Marketing to See Women Clearly|
|Chapter 11||-||Enlisting Women as Your Marketing Partners”An Alliance for Brand Success|
|Afterword||-||Investing in a Transparent Future|
|List of Sidebars|
Purchases by women now total trillions of dollars annually, accounting for 85% of all consumer expenditures. So, reaching women should be considered the number one priority for most businesses.
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 .
Based on painstaking research into women's experiences and perceptions, Don't Think Pink reveals:
There's no question that women buy. Don't Think Pink explains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market.
About the Authors
Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are cofounders of ReachWomen, a firm specializing in and advising clients on the behavior of women as consumers.
Don't Think Pink ”What Really Makes Women Buy ”and How to Increase Your Share of this Crucial Market
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Library of Congress Cataloging-in-Publication Data
Johnson, Lisa, 1967-
Don't think pink : what really makes women buy ”and how to increase your share of this crucial market / Lisa Johnson, Andrea Learned.
Includes bibliographical references and index.
1. Women consumers. 2. Marketing. I. Learned, Andrea. II. Title.
Copyright 2004 Lisa Johnson and Andrea Learned
All rights reserved.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise , without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
10 9 8 7 6 5 4 3 2 1
TO OUR PARENTS ”
LARRY AND JOYCE,
DAVID AND MURIEL
As first-time authors, we began to think about how many people we wanted to thank and our heads almost exploded. Just as those celebrities that take the stage at awards ceremonies, we want to say, in advance, that anyone who has helped us along this path that we forgot to list below ” please blame it on our aging brains and not on our lack of appreciation ! Onward ”
We dedicated the book to our parents, in recognition of all their amazing support. The next in line to thank would certainly be Lisa's wonderful husband, Dave, and our siblings: Kris, Julia, Claudia and Bill.
Then, there are the editors and amazing staff at AMACOM, including Ellen Kadin, Andrew Ambraziejus, Dianne Estridge ”and the outstanding copy editor with whom we had the privilege to work, Charles Levine. You brought so much to this process, including amazing talent, much experience, lots o' humor, math skills(!!), attention to detail and dedication. You didn't just make Don't Think Pink good ”you made writing it fun!
Friends and colleagues whose support went beyond compare: Carey Kerns, Glen Berry, Nicole Williams, Ann Handley, Jami York, Jackie Huba and Joy Stauber.
In no particular order ”those people who may or may not have had anything to do with the book, but whose influence and support have prepared us for such a task:
Lindsey Pollak, Helen Thompson, Robin Ireland, Romney Gibson, Tutti McCormick, Robyn Knox, Rachel Johnson, Brook Jones, Dani Jansen, Lindsey Black, Amy Smith, Candace Carson, Annie Leonard Shannahan, Alexis Gutzman, Carole McClendon, Steve Sarner, Daniel Fogg, Shaun Davidson, Ray Palys, Galie JeanLouis, Mike Consol, Marti Barletta, Jodi Turek, Aliza Sherman, Eileen Brady (for tipping us off on " tipping "), Melody Biringer, Linda Gosch, Cheri Hansen.
And finally, we'd like to acknowledge one another and our shared faith in God. It takes so much more than a village to write a book.