Overview

If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving nearly 80 percent of consumer household spending in the United States alone. They hold the purse strings, and when they've got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there's another skill they need: becoming female literate. This isn't always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It's stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn't factor in the one piece of information that trumps them all: the sex of the buyer. It's stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennan's Why She Buys shows decision makers how to bridge this divide and capture the business of the world's most powerful consumers just when they need it most.

Full Product Details

9781515912514

Table of Contents

Reviews

Brennan's style is smart and straightforward, and her pragmatic advice is spot-on; marketers should take note. ---Publishers Weekly

Author Information

As the founder and CEO of Female Factor Corporation, Bridget Brennan is one of the world's foremost experts on the subject of women consumers. In addition to winning numerous awards for her work, she is an acclaimed speaker on the subject of marketing and selling to women. Vanessa Daniels has worked as a professional actress in theater, film, TV, commercials, and voice-over for almost two decades. She holds a BFA in drama from New York University and is a member of SAG-AFTRA and Actors' Equity Association.

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