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What Women Want: The Global Market Turns Female Friendly

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  • Posted December 16, 2010

    more from this reviewer

    Witty guide to engaging women consumers

    Frequent speaker and best-selling author Paco Underhill attempts to answer the vital question, "What do women want?" His purview is not women's relationships - that's another book altogether - but rather commerce and, via commerce, social change. He explains that women are reshaping the global marketplace, so businesses that don't evolve to accommodate them will fall behind. Most of all, Underhill says, women seek "cleanliness, control, safety and considerateness." A messy dressing room or a poorly lit parking garage may alienate these valuable customers. Through case studies, statistical research, interviews, anecdotes and his own firsthand observations, Underhill identifies how and why women spend money. getAbstract recommends this engaging, witty book to all marketing, advertising and retail professionals. Even those who do not agree with all of Underhill's opinions and gender-based generalizations will find he presents interesting examples and arguments. Though he sometimes diverges from women-specific topics, even his detours prove fascinating.

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