Wonder Woman: Marketing Secrets for the Trillion Dollar Customer

Overview

Women are the most financially attractive target audience and marketing to them will accelerate higher shareholder value. Women buy the weekly shopping, home insurance, household appliances, soft furbanishings, holidays and more. CEOs and Marketers need to acknowledge that women really are the Boss when it comes to buying.

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Wonder Woman: Marketing Secrets for the Trillion Dollar Customer

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Overview

Women are the most financially attractive target audience and marketing to them will accelerate higher shareholder value. Women buy the weekly shopping, home insurance, household appliances, soft furbanishings, holidays and more. CEOs and Marketers need to acknowledge that women really are the Boss when it comes to buying.

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Product Details

  • ISBN-13: 9780230201606
  • Publisher: Palgrave Macmillan
  • Publication date: 7/8/2008
  • Pages: 256
  • 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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Table of Contents

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
• Bibliography

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