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Inhaltsangabe: If men and women are different, why do we market to them the same way? Today, women make 80 percent of all purchasing decisions. The time has come, says Faith Popcorn, author of The Popcorn Report and Clicking, two bestselling books on consumer trends, for businesspeople everywhere to realize that you cant succeed in business without successfully marketing to women. Whether you make cornflakes or concrete, pillows or pixels, women should be your chief target. Popcorns prediction: within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category. Popcorn calls this EVEolutiona trend that will redefine the way companies create profitable and lasting relationships with their key consumerswomen. Using business case studies, cultural signals, statistical data, and in-depth interviews with CEOs, entrepreneurs, and consumers, Popcorn presents the eight essential truths about marketing to women.
Review: Faith Popcorn isn't shy about telling you who she is or what she can share with you: "I am a futurist. A trend-spotter. A cultural detective." Nor does she beat around the bush in relaying the importance of her theory: "Understanding EVEolution and implementing it ... means the difference between building healthy brands and profitable relationships with women ... or building a flimsy, fluffy foundation with no future." Her vision is large and her passion is palpable, and what she offers in EVEolution is an effective way to know and tap into the increasingly important and lucrative female market.
After establishing men and women are biologically and "shop-ologically" different, Popcorn delivers her central message--that there's a huge difference between a customer who buys your brand and one who joins it. The former is good for the moment, while the latter is good for life. Popcorn believes attracting and engaging the lifelong customer requires rethinking traditional marketing methods using her eight "truths" of marketing to women. These include making your brand a contributing and worthwhile member of the community you create; acknowledging that women lead multiple lives simultaneously--marketing to only one at a time is limiting for you and annoying for them; and remembering to be subtle--women think laterally and notice things peripherally. These and the five other "EVEolutionary" truths are followed by dozens of companies, most of which have gotten the point and are reaping the rewards of an effective brand.
Popcorn definitely has her finger on the pulse (or the popper), though this kind of slick analysis of our too-fast-paced modern age can sometimes get a little tiresome--like an extended session of navel gazing. But someone has to do it, and Popcorn's ability to spot the trends and spout the zeitgeist gives her a healthy leg up on the nonsavvy marketers out there. If you're one of them--and don't have a clue about the complexities of women and how to market to them--read this book. Popcorn will get you into shape in no time. --S. Ketchum
Titel: EVEolution: The Eight Truths of Marketing to...
Verlag: HarperCollins Business
Zustand: very good
Buchbeschreibung HarperCollins Business. PAPERBACK. Buchzustand: Very Good. 0007107153 Books shipped daily. Professional seller. Buchnummer des Verkäufers Z0007107153Z2
Buchbeschreibung HarperCollins Business, 2001. Buchzustand: Fair. This book has soft covers. Ex-library, With usual stamps and markings, In fair condition, suitable as a study copy. Buchnummer des Verkäufers 3751097
Buchbeschreibung HarperCollins Business, 2001. Paperback. Buchzustand: Good. A few small marks to page edges Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Buchnummer des Verkäufers mon0006785461
Buchbeschreibung Paperback. Buchzustand: Good. The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Buchnummer des Verkäufers GOR001571200
Buchbeschreibung Paperback. Buchzustand: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Buchnummer des Verkäufers GOR003317206
Buchbeschreibung HarperCollins Business 05/02/2001, 2001. Buchzustand: Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Buchnummer des Verkäufers 2341-9780007107155
Buchbeschreibung HarperCollins Business 05/02/2001, 2001. Buchzustand: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Buchnummer des Verkäufers 6545-9780007107155
Buchbeschreibung -. Paperback. Buchzustand: Very Good. EVEolution: The Eight Truths of Marketing to Women This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Buchnummer des Verkäufers 7719-9780007107155
Buchbeschreibung -. Paperback. Buchzustand: Good. EVEolution: The Eight Truths of Marketing to Women This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Buchnummer des Verkäufers 9053-9780007107155
Buchbeschreibung HarperCollins Business, 2001. Buchzustand: Good. Shows some signs of wear, and may have some markings on the inside. Buchnummer des Verkäufers GRP80538136