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Don’t Think Pink

Don’t Think Pink (Amacom, 2004)
What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market
By Lisa Johnson, Andrea Learned

Women spend trillions of dollars every year. Why are you missing out?

Purchases by women now total trillions of dollars annually, accounting for 85% of all consumer expenditures. So, reaching women should be considered the number one priority for most businesses.

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.

Based on painstaking research into women’s experiences and perceptions, 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 use the Internet and other technology—both in market research and during the buying process—to gain a greater understanding of female consumers

How to gain a bigger share of the awesome purchasing power of women
There’s no question that women buy. Don’t Think Pink explains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market.

Soundview Executive Summaries recently named Don’t Think Pink one of the top 17 marketing books of all time.

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Download the first chapter! Click here to download the PDF

Praise for Don’t Think Pink

Selected by Choice magazine for the annual Outstanding Academic Titles award list for 2004

“This is a solid guide for marketers at any corporation who want to reach the women’s market.” – Publishers Weekly

“The book is rich in practical suggestions and interesting stories, with an easy-to-read style.” – Harvard Business School Working Knowledge (www.hbswk.hbs.edu)

“Every once in a while, I discover a business book that is filled with Aha! moments and new learning. Such was the case when I read Don’t Think Pink. Since women customers are so important to the bookstore business, I think you too will love learning about the many layers within this valuable niche market – and how things have changed over the last several decades. I think the book may be even more important than Paco Underhill’s observations on retail, especially when it comes to bookstore marketing. Do remember to mention this book to other business owners in your area who cater to women customers. It can also serve as the basis for a presentation at a local Chamber of Commerce meeting or gathering of local women business owners. At the very least, all travel agents, realtors, salon owners and day care administrators will be glad they chose a business book this summer.” – Donna Paz, Paz & Associates, The Reader’s Edge

“An intelligent roadmap to what really makes women buy.” – Alf Nucifora, syndicated columnist

Table of Contents

Foreword
Preface
Chapter 1. Brain Training: How Not to Think Pink
Chapter 2. Now You See Her: The Visible Approach to Marketing to Women
Chapter 3. Now You Don’t (See Her): The Transparent Approach to Marketing to Women
Chapter 4. Inside a Woman’s Mind: The Scientific Underpinnings
Chapter 5. Shaping the Generations: Baby Boomers (and Matures) to Gen Yers
Chapter 6. Looking Beyond the Generations: The Buying Filters of Life Stages and Women’s Roles
Chapter 7. Cultural Influencers: The Buying Filters of Emerging Minorities
Chapter 8. Learning Curves and Life Transitions: Relationship-Building Opportunities
Chapter 9. The Internet-Savvy Woman: Connecting with Her Online
Chapter 10. Online Research: Using E-Marketing to See Women Clearly
Chapter 11. Enlisting Women as Your Marketing Partners: An Alliance for Brand Success
Afterword. Investing in a Transparent Future
Notes
Recommended Reading
Index