Don't Think Pink

by Johnson, Lisa

• ISBN13: 9780814408155
• ISBN10: 081440815X
• Format: Hardcover
• Copyright: 2004-06-21
• Publisher: Amacom Books

Summary

The cofounders of ReachWomen--a firm specializing in and advising clients on the behavior of women as consumer--help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.

Author Biography

Lisa Johnson (Eugene, OR) and Andrea Learned (Burlington, VT) are cofounders of ReachWomen, a firm specializing in and advising clients on the behavior of women as consumers.

Table of Contents

FOREWORD	vii
PREFACE	ix
1 BRAIN TRAINING
How Not to Think Pink	1	(24)
2 NOW YOU SEE "HER"
The Visible Approach to Marketing to Women	25	(9)
3 NOW YOU DON'T (SEE "HER")
The Transparent Approach to Marketing to Women	34	(28)
4 INSIDE A WOMAN'S MIND
The Scientific Underpinnings	62	(21)
5 SHAPING THE GENERATIONS
Baby Boomers (and Matures) to Gen Yers	83	(31)
6 LOOKING BEYOND GENERATIONS
The Buying Filters of Life Stages and Roles	114	(25)
7 CULTURAL INFLUENCERS
The Buying Filters of Emerging Majorities	139	(16)
8 LEARNING CURVES AND LIFE STAGES
Relationship-Building Opportunities	155	(17)
9 THE INTERNET-SAVVY WOMAN
Connecting with Her Online	172	(15)
10 ONLINE RESEARCH
Using E-Marketing to See Women Clearly	187	(11)
11 ENLISTING WOMEN AS YOUR MARKETING PARTNERS
An Alliance for Brand Success	198	(13)
AFTERWORD: INVESTING IN A TRANSPARENT FUTURE	211	(4)
NOTES	215	(8)
RECOMMENDED READING	223	(2)
INDEX	225