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Wonder womanmarketing secrets for th...

Ellwood, Iain.

Wonder womanmarketing secrets for the trillion-dollar customer /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Wonder womanIain Ellwood with Sheila Shekar.
其他題名:	marketing secrets for the trillion-dollar customer /
作者:	Ellwood, Iain.
其他作者:	Shekar, Sheila.
出版者:	Basingstoke [England] ;Palgrave Macmillan,2008.
面頁冊數:	1 online resource (xv, 240 p.) :ill.
附註:	Description based on print version record.
標題:	Women consumers.
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230594036 (electronic bk.)

Wonder womanmarketing secrets for the trillion-dollar customer /
Ellwood, Iain.

Wonder womanmarketing 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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245 1 0 $a Wonder woman $h [electronic resource] : $b marketing secrets for the trillion-dollar customer / $c Iain Ellwood with Sheila Shekar.
260 $a Basingstoke [England] ; $a New York : $b Palgrave Macmillan, $c 2008.
300 $a 1 online resource (xv, 240 p.) : $b ill.
500 $a Description based on print version record.
504 $a Includes bibliographical references (p. 227-235) and index.
505 0 $a 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 $a "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.
650 0 $a Women consumers. $3 235985
650 0 $a Target marketing. $3 298632
650 0 $a Market segmentation. $3 243335
655 7 $a Electronic books. $2 local. $3 214472
700 1 $a Shekar, Sheila. $3 475198
776 0 8 $i Print version: $a Ellwood, Iain. $t Wonder woman. $d Basingstoke [England]; New York : Palgrave Macmillan, 2008 $z 9780230201606 $w (DLC) 2008021226 $w (OCoLC)192027185
856 4 0 $3 Palgrave Connect $u http://www.palgraveconnect.com/doifinder/10.1057/9780230594036 $z access to fulltext (Palgrave)