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Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers |  | Author: Bridget Brennan
Publisher: Crown Business
Category: Book
List Price: $26.00
Buy New: $15.82
as of 9/8/2010 21:53 CDT details
You Save: $10.18 (39%)
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Seller: BRILANTI BOOKS
Rating:  23 reviews
Sales Rank: 60822
Media: Hardcover
Pages: 336
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.3 x 5.7 x 1.3
ISBN: 0307450384
Dewey Decimal Number: 658.8342
EAN: 9780307450388
Publication Date: July 7, 2009
Availability: Usually ships in 1-2 business days
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Product Description
If the consumer economy had a sex, it would be female.
If the business world had a sex, it would be male.
And therein lies the pickle.
Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate.
This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently.
Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most.
• No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences
between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked.
• The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning.
• The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel.
At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.
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| Customer Reviews:
Showing reviews 1-5 of 23
 Simply brillant August 16, 2010
brandgal
2 out of 2 found this review helpful
As a weary vetern of marketing who has sat in one too many meetings in which our target was described as "mom, income of $45,000 between 18 and 45", this book gave me hope that someone was really paying attention to the nuances that inspire women. I found it invaluable and it has already shaped how I look things and the beauty that is the female consumer! Strongly recommend for any marketing professional.
Witty, Commonsense Message about Consumers July 24, 2010
Marysz (NJ United States)
1 out of 1 found this review helpful
Bridget Brennan's Why She Buys is a marketing book that is written in the same persuasive style that she says companies need to attract the female consumers who will make or break their businesses. She writes in a warm, personalized, way and instead of cluttering up the book with statistics, she uses the buying stories of herself and individual women to illustrate her points. She has an interestingly essentialist view of gender--"Gender is the most powerful determinant of how a person views the world" . . . "women are raised in an unseen gender culture that shapes their priorities and world views in ways that can be imperceptible to men." The dim-witted men who ran our neighborhood hardware store always made female customers wait until all the male customers were served so it's no surprise that it went out of business. Very few businesses can survive without a strong, loyal female base. My favorite part of the book is where Brennan writes about how Lexus attracts women with excellent customer service and attractive, comfortable showrooms. It illustrates her point that targeting and respecting the feelings of women also keeps male customers loyal. Treat your customers like human beings and they'll keep coming back.
 What of the small business owner? July 4, 2010
J. Callum Makkai (Canada)
1 out of 1 found this review helpful
Bridget Brennan's Why She Buys likens female consumers to a foreign market that marketers must study culturally in order to understand and serve properly. The first half of the book covers aspects of female culture, as the author sees them. The second half introduces the reader to a series of case studies and vignettes illustrating how companies have adapted product development, marketing strategy, and customer service to help connect with women.
Why She Buys will be most interesting to those working in the cubicles and offices of corporate America as, with very few exceptions, the book concerns itself with big businesses such as Proctor & Gamble, Gillete, Target, and Southwest Airlines. This focus on big business may reflect Brennan's role as CEO of Female Factor, a marketing consultancy. One suspects Why She Buys is as much about marketing Brennan's expertise to big businesses as it is about helping the reader market to women. No doubt Why She Buys has helped the author achieve this first goal.
But what of the small business owner or the guerrilla marketer? Although a fairly interesting read, Why She Buys may prove somewhat disappointing for these readers as far as practical advice. That being said, there are some insights to be had. Three points that got me thinking were:
1. You can avoid alienating male prospects by marketing covertly to women rather than overtly. Brennan gives the example of the iPod, a device that's clearly designed to appeal to women yet is equally popular with men.
2. Your success depends on establishing an identity for your brand, because women tend to act on word-of-mouth referrals and building a brand will help women communicate with each other about your products.
3. You should overcommunicate with women as, compared to men, women value the relationship you are building with them as much as the products you are selling.
In itself, Why She Buys will not revolutionize your marketing, especially if you are a small business or freestyle marketer. But those who enjoy keeping up on the latest developments in marketing will certainly value in this book.
Marketing To Women March 11, 2010
R. C. Fraites
1 out of 1 found this review helpful
Bridget offered some excellent insights into understanding the female buying process, and the gender differences that exists. Ideas like these provide a better gauge for hitting the target market. Good Eye Opener!
Spoiler Alert -This is the most fun you will ever have reading a biz book December 10, 2009
A. M. Carver (Washington, DC)
2 out of 2 found this review helpful
Hands-down one of the most insightful and entertaining business books I've ever read. It's given me so many ideas I don't know where to start. I laughed and nodded my head while I learned..what more could you ask for? I had to buy another book since I handed mine off to my airline seat-mate, as I was so eager to share.
Showing reviews 1-5 of 23
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