Wonder Woman: Marketing Secrets for the Trillion Dollar Customer [NOOK Book]

Overview

This book examines the key biological and brain differences between women and men, 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. All of the tools and techniques in this book will help marketers to retune their brand experience specifically to women. The book is packed with case studies and ...
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Wonder Woman: Marketing Secrets for the Trillion Dollar Customer

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Overview

This book examines the key biological and brain differences between women and men, 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. All of the tools and techniques in this book will help marketers to retune their brand experience specifically to women. The book is packed with case studies and best-practice demonstrations of effective marketing to women.
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Product Details

  • ISBN-13: 9780230253469
  • Publisher: Palgrave Macmillan
  • Publication date: 5/21/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • File size: 2 MB

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

List of Tables

List of Figures

Introduction Marketing to women makes business sense 1

1 The female brain 16

2 Women's primary characteristics 41

3 Researching women 's needs 66

4 Generation Y women 91

5 Generation X women 111

6 Baby Boomer women 127

7 Marketing communications 142

8 Effective brand experience design 167

9 Touchpoint improvement 192

Bibliography 227

Index 236

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