"Just Ask a Woman": Cracking the Code of What Women Want and How They Buy

Reseña:
This is a guide for marketers, advertisers and brand managers on how to tap into female consumers' needs, written by the founder of a consultancy dedicated to marketing to women, Mary Lou Quinlan. She explores topics such as why women buy what they do, what makes them like or dislike a company, how they make decisions, how their preferences change with age, and how to sell to a woman without selling her. Because women make up to 85 percent of all buying decisions, brand managers and advertisers must understand them and this book aims to let them do that