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Wonder Woman: Marketing Secrets for the Trillion Dollar Customer
     

Wonder Woman: Marketing Secrets for the Trillion Dollar Customer

by I. Ellwood, S. Shekar
 

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Women are the most financially attractive target audience and buy the majority of products and services, so improving the way we market to women is the easiest and most effective business growth strategy. This book dispels the traditional stereotypes about women as consumers and creates a clear business case for marketing to women.

Overview

Women are the most financially attractive target audience and buy the majority of products and services, so improving the way we market to women is the easiest and most effective business growth strategy. This book dispels the traditional stereotypes about women as consumers and creates a clear business case for marketing to women.

Editorial Reviews

From the Publisher

'The "little woman" finally battles her way out of the kitchen and finds an insightful commercial audience at last .This book beckons in an end to the stereotypes and patronising platitudes that have characterised much marketing to women in the past. A moment of smug triumph for the female reader and perhaps a frisson of fear for the male marketeer?!' Clare Salmon, Group Director of Strategy, Marketing and Customer Royal& SunAlliance, Insurance Group plc.

'An insightful and original look at how brands can communicate to women:taking the reader from science through to end sales. A contemporary take on the consumer-brand relationship and the value that building better brand connections with women will bring.' Tanya Dubash, President of Marketing, Godrej Group, India

'Finally a man who understands women, that's definitely a first!' Jez Frampton, Group CEO, Interbrand

'Bringing to the table what women already know; that there's a gap in the marketplace for brands, products and business that talk to us as women, rather than stereotypes. Essential for all men (and women) looking to build stronger and more profitable brands and businesses.' Victoria Morris, Manager, Marketing Strategy& Planning, Nissan Europe

'Women hold the purse strings this book could provide valuable help in loosening them.' - Insider

'The book is interesting and easy to read but also thoroughly researched and filled with abundant applied business examples.' - K.M. Johnson, CHOICE Reviews

Product Details

ISBN-13:
9780230201606
Publisher:
Palgrave Macmillan UK
Publication date:
07/08/2008
Edition description:
2008
Pages:
240
Product dimensions:
6.30(w) x 9.30(h) x 0.90(d)

Meet the Author

IAIN ELLWOOD is a seasoned management consultant with over fifteen years international experience, living and working in Japan, Hong Kong, the Netherlands and the United States as a marketing brand strategist for Blue-chip companies. He has led highly effective engagements for clients including: British Airways, Barclays, BP, BT, EDF, France Telecom, Mitsubishi, Nissan, Orange, Philips, and UBS. He is a regular press commentator on marketing and branding issues for The Economist, The BBC, Sky News and numerous business magazines. He is the author of The Essential Brand Book (2002, Kogan Page). Ellwood is a frequent international speaker on branding, innovation and communications. He also occasionally lectures on the MBA courses at London Business School.

SHEILA SHEKAR
is a senior marketing professional with over ten years of proven success developing consumer insight-driven brand initiatives and marketing communication strategies for world-class brands, including Gap Inc., Banana Republic, UBS, Radisson and Visa. Shekar currently leads international brand management efforts for Banana Republic, helping the brand successfully expand into a global lifestyle brand. Previously, she worked in corporate communications at Gap Inc. Before Gap she was a consultant at Prophet, a top global brand strategy consulting firm focused on Fortune 500 clients, with experience in developing and implementing brand-driven business strategies and marketing initiatives with global organizations across industries.

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