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Get ready to hear the ...
Get ready to hear the whole truth about the Half Truths that can undermine your best-laid plans with women. For the past decade as partners in the powerhouse consultancy Just Ask a Woman, Mary Lou Quinlan, Jen Drexler, and Tracy Chapman have been changing the way marketers listen to women. Inside this book they share their best Power Listening strategies, honed during their groundbreaking work on behalf of global leaders in dozens of industries. They will save you from wasted research and marketing mistakes before it's millions of dollars too late.
In this provocative, tell-all book, you will learn how to detect women's hidden Half Truths and to dig deeper
to the Whole Truths that drive brand leadership, relevance, and growth.
Inside you'll find
This book exposes women's LITTLE secrets that can have a BIG impact on your business. The authentic truth is. that women MIGHT NOT tell you the exact truth. The research driven insights and wealth of information outlined in this book are invaluable and I, as a woman, can readily relate to its narrative. We, as marketers, see it all the time . women telling "half-truths" and living the "whole truth".
This book will also be a great tool for those of us really listening to women to "sell" to our management. Oftentimes executives not trained in listening to the whole truth read research .and translate it.in literal terms with literal actions. The authors provide sharp insights and definitive instruction on how to recognize a woman's "half-truths" and get to the "whole truth". This strategic book is filled with case studies of many well known brands citing their "misses" and "successes" - those who ran with the "half truth" and those who listened and acted to the "whole truth". This is a valuable resource for all executives interested in marketing to women.