Wow! eBook
Inside Her Pretty Little Head: A new theory of female motivation and what it means for marketing
Author(s): Jane Cunningham (Author), Philippa Roberts (Author)
- Publisher: Cyan Books
- Publication Date: 1 Nov. 2006
- Language: English
- Print length: 256 pages
- ISBN-10: 1904879969
- ISBN-13: 9781904879961
Book Description
Women make 80 percent of all purchasing decisions and are therefore undoubtedly the largest and most important consumer group, yet women have been poorly understood and badly served by marketing that has operated as if all customers are inherently the same. A deep understanding of the differences between men and women leads to more relevant, meaningful ideas that will contribute significantly to a brand’s success. Derived from the latest research on gender, readers will learn that women judge and purchase goods and services by four main codes: altruism, aesthetic, ordering, and affinity. This essentially new approach provides the tools, clear constructs, and case studies to help companies take full advantage of the opportunities offered by gender-based marketing.
Editorial Reviews
Review
Cunningham and Roberts have not only created an enjoyable , deeply
absorbing book, but they have also opened up a whole new area for marketers
that is sure to stimulate debate and lead to the re-evaluation of existing
marketing models and approaches . For men and women alike ,
this is the ‘must read’ marketing title of the year so far. — The Marketer, May 1, 2007
absorbing book, but they have also opened up a whole new area for marketers
that is sure to stimulate debate and lead to the re-evaluation of existing
marketing models and approaches . For men and women alike ,
this is the ‘must read’ marketing title of the year so far. — The Marketer, May 1, 2007
The argument of Inside Her Pretty Little Head is that companies
that appeal to women are the ones that win.
It is tempting to scoff at the pseudo-science of caricaturing gender roles
and then codifying them for business. But many of the names that crop up as
effective marketers to women -Apple and Tesco, for instance -are among the
world’s most successful businesses. Is it time to start asking companies
not only for profits forecasts, but whether they are in touch with their
feminine side?
—
About the Author
Jane Cunningham and Philippa Roberts worked together for many years at leading advertising agencies BMP, DDB, and Ogilvy & Mather. They are currently starting their own consultancy that specializes in marketing to women.
