Inside Her Pretty Head HB : A new theory of female motivation and what it means for marketing.
Title:
Inside Her Pretty Head HB : A new theory of female motivation and what it means for marketing.
Author:
Cunningham, Jane.
ISBN:
9789814312202
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (356 pages)
Contents:
Cover -- Title -- Copyright -- Contents -- Introduction -- 1: The Science Bit -- 2: The Male Achievement Impulse & The Female Utopian Impulse -- 3: The Masculinity of Marketing -- 4: The Altruism Code -- 5: The Aesthetic Code -- 6: The Ordering Code -- 7: The Connecting Code -- 8: The Codes in Practice -- 9: The Feminine Brand -- 10: The Way Women Buy -- 11: The Female Media Network -- 12: The Creative Work That Works -- 13: The New Organisation -- 14: Summary and Conclusions -- Appendix: relevant data -- Acknowledgements -- Bibliography -- Notes -- About the Authors.
Abstract:
Women are responsible for making 80% of all purchasing decisions. In short, this makes women the most valuable consumer group in the world. This book, by two leading marketing practitioners, shows companies how to create marketing strategies and brands th.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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Electronic Access:
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