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The author of the hugely successful Why We Buy and The Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service "female friendly." Underhill offers a tour of the world’s marketplace—with shrewd observations and practical applications to help everybody adapt to the new realities.
As large numbers of women become steadily wealthier, more powerful, and more independent, their choices and preferences are transforming our commercial environment in a variety of important ways, from the cars we drive to the food we eat; from how we buy and furnish our homes to how we gamble, play, and use the Internet—in short, how we spend our time and money.
With the same flair and humor that made his previous books universally appealing, Underhill examines how a woman’s role as homemaker has evolved into homeowner and what women look for in a home. How the home gym and home office are linked to the women’s health movement and home-based businesses. Why the refrigerator has trumped the stove as the crucial appliance. How every major hotel chain in the world has redesigned rooms and services for the female business traveler. Why some malls, appealing to women, are succeeding while others fail. What women look for online and why some retail websites, like Amazon, attract women while other sites turn them off.
"The point is," writes Underhill, "while men were busy doing other things, women were becoming a major social, cultural, and economic force."
And, as he warns, no business can afford to ignore their power and presence.
|Publisher:||Simon & Schuster|
|Edition description:||Simon & Schuster|
|Product dimensions:||6.10(w) x 9.20(h) x 0.60(d)|
About the Author
Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.
Table of Contents
1 Housequake 15
2 Don't Phunk with My Hearth 25
3 Let Us Spray 35
4 Nice Work If You Can Get It 43
5 We Can Work It Out 53
6 To Love, Honor, and Maintain 61
7 Should I Stay or Should I Go? 71
8 The Female, Unplugged 89
9 Women and Sin 103
10 The Empress's New Clothes 117
11 C'mon a MyMall 129
12 Higher Ground 141
13 Drugstores 155
14 See Me, Touch Me, Feel Me, Heal Me 165
15 Almost Cut My Hair 179
16 Off the Wall 187
Author's Note 197
Bibliography/Suggested Reading 205