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Wonder womanmarketing secrets for th...
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Ellwood, Iain.
Wonder womanmarketing secrets for the trillion-dollar customer /
Record Type:
Electronic resources : Monograph/item
Title/Author:
Wonder womanIain Ellwood with Sheila Shekar.
Reminder of title:
marketing secrets for the trillion-dollar customer /
Author:
Ellwood, Iain.
other author:
Shekar, Sheila.
Published:
Basingstoke [England] ;Palgrave Macmillan,2008.
Description:
1 online resource (xv, 240 p.) :ill.
Notes:
Description based on print version record.
Subject:
Women consumers.
Online resource:
access to fulltext (Palgrave)
ISBN:
9780230594036 (electronic bk.)
Wonder womanmarketing secrets for the trillion-dollar customer /
Ellwood, Iain.
Wonder woman
marketing secrets for the trillion-dollar customer /[electronic resource] :Iain Ellwood with Sheila Shekar. - Basingstoke [England] ;Palgrave Macmillan,2008. - 1 online resource (xv, 240 p.) :ill.
Description based on print version record.
Includes bibliographical references (p. 227-235) and index.
Introduction -- The female brain -- Women's primary characteristics -- Researching women's needs -- Generation Y women -- Generation X women -- Baby Boomer women -- Marketing communications -- Effective brand experience design -- Touchpoint improvement.
"Forget China, India and the internet: economic growth is driven by women"- The economist, 2006. "Women buy 80% of household purchases and 51% of online purchases"- Business week, 2004. "By 2010, women are expected to control
ISBN: 9780230594036 (electronic bk.)
Standard No.: 10.1057/9780230594036doiSubjects--Topical Terms:
235985
Women consumers.
Index Terms--Genre/Form:
214472
Electronic books.
LC Class. No.: HF5415.332.W66 / E45 2008eb
Dewey Class. No.: 658.8
Wonder womanmarketing secrets for the trillion-dollar customer /
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marketing secrets for the trillion-dollar customer /
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Iain Ellwood with Sheila Shekar.
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Basingstoke [England] ;
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New York :
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Palgrave Macmillan,
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2008.
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ill.
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Description based on print version record.
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Includes bibliographical references (p. 227-235) and index.
505
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Introduction -- The female brain -- Women's primary characteristics -- Researching women's needs -- Generation Y women -- Generation X women -- Baby Boomer women -- Marketing communications -- Effective brand experience design -- Touchpoint improvement.
520
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"Forget China, India and the internet: economic growth is driven by women"- The economist, 2006. "Women buy 80% of household purchases and 51% of online purchases"- Business week, 2004. "By 2010, women are expected to control
$1
2 trillion, or 60% of America's wealth"- Business week and Gallup, 2004. Women buy the weekly grocery shopping, home insurance, books, household appliances, soft furnishings and linen, holidays, cars, furniture and more. CEO's and Marketers first need to acknowledgethat women really are the boss when it comes to buying. Secondly they need to understand the many psychological and behavioral characteristics of women that affect their relationships with brands. This book examines the key biological and brain differences between women and men and then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline. Ellwood and Shekar illustrate the research evidence that supports the key differences between women and men in their purchase behaviors. This research goes beyond generalizations about women and looks at the primary characteristics and how these change through their lives. All of the tools and techniques in this book will help marketers to retunetheir brand experiencespecifically to women. The book is packed with case studies and best practicedemonstrations of effective marketing to women.
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235985
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Basingstoke [England]; New York : Palgrave Macmillan, 2008
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9780230201606
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(DLC) 2008021226
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(OCoLC)192027185
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http://www.palgraveconnect.com/doifinder/10.1057/9780230594036
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access to fulltext (Palgrave)
based on 0 review(s)
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電子館藏
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1 records • Pages 1 •
1
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000000044261
電子館藏
1圖書
電子書
EB HF5415.332.W66 E45 2008eb 2008
一般使用(Normal)
On shelf
0
1 records • Pages 1 •
1
Multimedia
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http://www.palgraveconnect.com/doifinder/10.1057/9780230594036
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