Don't Think Pink by Lisa Johnson
What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market

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Synopsis

"Don't Think Pink" will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services and marketing strategies that truly resonate with female buyers. "Don't Think Pink" reveals: how generational history, culture, life stages, and daily realities influence a woman's buying mind; how the manner in which women buy is more critical than what's being sold; how listening to women earlier and more often leads to more powerful strategies; how to best use the Internet and other technology both in market research and during the buying process; and how to map the way to a bigger slice of the awesome purchasing power of women.
 

About Lisa Johnson

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Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are cofounders of ReachWomen, a firm specializing in and advising clients on the behavior of women as consumers.
 
Published June 21, 2004 by AMACOM. 224 pages
Genres: Business & Economics, Political & Social Sciences, Young Adult, Science & Math. Non-fiction

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With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience.

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