WHY

SHE

BUYS

THE NEW STRATEGY FOR REACHING

THE WORLD'S MOST POWERFUL CONSUMERS

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.

Jo Malone、Alverde、Walgreens、Milani

DM pharmacy、CAMPER、REAL TECHNIQUES……

是什麼原因讓一堆正妹不顧形象大肆購買

甚至一整箱瘋狂掃貨？！

女性是今日全球經濟背後的驅動力，光在北美市場

女性就主宰了全美整體高達80%的民間消費

藉由本書全新的銷售策略

讓您的產品觸及全世界最強大的消費族群

Women are the engine of the global economy, driving 80 percent of consumer 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.

• No Matter Where You Live, Women Are a Foreign Country:

You'll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked.

• The High Fives:

There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning.

• The Good, the Bad, and the Ugly:

Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven't. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel.

At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.

■布莉姬．布列南／Bridget Brennan

BRIDGET BRENNAN is the CEO of Female Factor. She has pioneered marketing and sales strategies that appeal to women and has worked with major companies to put them into practice. Throughout her award-winning career, Brennan has worked for clients such as Whirlpool, Johnson & Johnson, Colgate-Palmolive, Pizza Hut, and United Airlines. She is a popular speaker who has lectured at Northwestern University's Kellogg School of Management. She lives in Chicago.

作者：布莉姬．布列南／Bridget Brennan

規格：平裝／Paperback，13 x 20.2 x 2.2 cm，336頁

出版商：Crown Business

出版日期：2011年09月13日

語言：英

ISBN-13：978-0-307-45039-5

WHY SHE BUYS 新書。

WHY SHE BUYS new book.

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