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Wonder woman[electronic resource] :marketing secrets for the trillion-dollar customer /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8
書名/作者:	Wonder woman : marketing secrets for the trillion-dollar customer // Iain Ellwood with Sheila Shekar.
作者:	Ellwood, Iain.
其他作者:	Shekar, Sheila.
出版者:	Basingstoke [England] ; : Palgrave Macmillan,, 2008.
面頁冊數:	1 online resource (xv, 240 p.) : : ill.
附註:	Description based on print version record.
標題:	Women consumers.
標題:	Target marketing.
標題:	Market segmentation.
ISBN:	9780230594036 (electronic bk.)
ISBN:	0230594034 (electronic bk.)
書目註:	Includes bibliographical references (p. 227-235) and index.
內容註:	Introduction -- The female brain -- Women's primary characteristics -- Researching women's needs -- Generation Y women -- Generation X women -- Baby Boomer women -- Marketing communications -- Effective brand experience design -- Touchpoint improvement.
摘要、提要註:	"Forget China, India and the internet: economic growth is driven by women"- The economist, 2006. "Women buy 80% of household purchases and 51% of online purchases"- Business week, 2004. "By 2010, women are expected to control $12 trillion, or 60% of America's wealth"- Business week and Gallup, 2004. Women buy the weekly grocery shopping, home insurance, books, household appliances, soft furnishings and linen, holidays, cars, furniture and more. CEO's and Marketers first need to acknowledgethat women really are the boss when it comes to buying. Secondly they need to understand the many psychological and behavioral characteristics of women that affect their relationships with brands. This book examines the key biological and brain differences between women and men and then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline. Ellwood and Shekar illustrate the research evidence that supports the key differences between women and men in their purchase behaviors. This research goes beyond generalizations about women and looks at the primary characteristics and how these change through their lives. All of the tools and techniques in this book will help marketers to retunetheir brand experiencespecifically to women. The book is packed with case studies and best practicedemonstrations of effective marketing to women.
電子資源:	access to fulltext (Palgrave)

Wonder woman[electronic resource] :marketing secrets for the trillion-dollar customer /
Ellwood, Iain.

Wonder womanmarketing secrets for the trillion-dollar customer /[electronic resource] :Iain Ellwood with Sheila Shekar. - Basingstoke [England] ;Palgrave Macmillan,2008. - 1 online resource (xv, 240 p.) :ill.

Description based on print version record.

Includes bibliographical references (p. 227-235) and index.

Introduction -- The female brain -- Women's primary characteristics -- Researching women's needs -- Generation Y women -- Generation X women -- Baby Boomer women -- Marketing communications -- Effective brand experience design -- Touchpoint improvement.

"Forget China, India and the internet: economic growth is driven by women"- The economist, 2006. "Women buy 80% of household purchases and 51% of online purchases"- Business week, 2004. "By 2010, women are expected to control $12 trillion, or 60% of America's wealth"- Business week and Gallup, 2004. Women buy the weekly grocery shopping, home insurance, books, household appliances, soft furnishings and linen, holidays, cars, furniture and more. CEO's and Marketers first need to acknowledgethat women really are the boss when it comes to buying. Secondly they need to understand the many psychological and behavioral characteristics of women that affect their relationships with brands. This book examines the key biological and brain differences between women and men and then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline. Ellwood and Shekar illustrate the research evidence that supports the key differences between women and men in their purchase behaviors. This research goes beyond generalizations about women and looks at the primary characteristics and how these change through their lives. All of the tools and techniques in this book will help marketers to retunetheir brand experiencespecifically to women. The book is packed with case studies and best practicedemonstrations of effective marketing to women.

ISBN: 9780230594036 (electronic bk.)

Standard No.: 10.1057/9780230594036doiSubjects--Topical Terms:

373236
Women consumers.
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5415.332.W66 / E45 2008eb

Dewey Class. No.: 658.8

Wonder woman[electronic resource] :marketing secrets for the trillion-dollar customer /
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504 $a Includes bibliographical references (p. 227-235) and index.
505 0 $a Introduction -- The female brain -- Women's primary characteristics -- Researching women's needs -- Generation Y women -- Generation X women -- Baby Boomer women -- Marketing communications -- Effective brand experience design -- Touchpoint improvement.
520 $a "Forget China, India and the internet: economic growth is driven by women"- The economist, 2006. "Women buy 80% of household purchases and 51% of online purchases"- Business week, 2004. "By 2010, women are expected to control $12 trillion, or 60% of America's wealth"- Business week and Gallup, 2004. Women buy the weekly grocery shopping, home insurance, books, household appliances, soft furnishings and linen, holidays, cars, furniture and more. CEO's and Marketers first need to acknowledgethat women really are the boss when it comes to buying. Secondly they need to understand the many psychological and behavioral characteristics of women that affect their relationships with brands. This book examines the key biological and brain differences between women and men and then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline. Ellwood and Shekar illustrate the research evidence that supports the key differences between women and men in their purchase behaviors. This research goes beyond generalizations about women and looks at the primary characteristics and how these change through their lives. All of the tools and techniques in this book will help marketers to retunetheir brand experiencespecifically to women. The book is packed with case studies and best practicedemonstrations of effective marketing to women.
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