Chapter 11

1. Lisa Johnson, "How to Learn from and Join the Conversations of Women", in All About Women Consumers , annual from the editors of Marketing to Women newsletter (New York, EPM Communications, Inc., 2003), page xiv.

2. With thanks to George Silverman, president and founder of Market Navigation, in Orangeburg, New York, for the inspiration from his original "twenty-three questions", http://www.mnav.com/default.htm.