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Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers
If the consumer economy had a sex, it would be female.
If the business world had a sex, it would be male.
And therein lies the pickle.
Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win...more
If the business world had a sex, it would be male.
And therein lies the pickle.
Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win...more
Hardcover, 336 pages
Published
July 7th 2009
by Crown Business
(first published 2009)
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It is a must read for marketers targeting women,
In this book, Bridget Brennan brilliantly reveals how many businesses may have overlooked the role of the female buyer in the customer economy, how she makes her purchasing decisions and why she influences other consumers' decisions. In her book Why She Buys, she shows how consumer decisions are influenced by gender; she makes the point that up to 80% of consumers are female and businesses should structure their marketing campaigns to focus on the...more
In this book, Bridget Brennan brilliantly reveals how many businesses may have overlooked the role of the female buyer in the customer economy, how she makes her purchasing decisions and why she influences other consumers' decisions. In her book Why She Buys, she shows how consumer decisions are influenced by gender; she makes the point that up to 80% of consumers are female and businesses should structure their marketing campaigns to focus on the...more
Aug 13, 2011
Sam Choi
added it
Typical of practically every business book I've read -- interesting title, about 5 pages of insight scattered among 200 pages of random assertions, truisms, anecdotes, and general "duh!?!" stories.
I bought this so I might help my wife with her women's boutique. But most of the content consists of the author trying to convince the reader that women shop differently from men, with stories of "duh?!?" moments of male-dominated advertising agencies coming up with dumb campaigns.
I managed to extract...more
I bought this so I might help my wife with her women's boutique. But most of the content consists of the author trying to convince the reader that women shop differently from men, with stories of "duh?!?" moments of male-dominated advertising agencies coming up with dumb campaigns.
I managed to extract...more
Another of the books I've been reading to become better at my job. "Why She Buys" gives great insight into the female consumer. The ideas in this book should be able to give any business new life and increased sales. Heck this book has a billion dollar idea hidden in it. Remake the car industry so shopping is pleasurable and more people will buy. It's such a simple fact, but true. No one, but women especially don't, enjoys shopping for a car. And in this day and age women STILL take a man with t...more
I had to skim sections in this book because it had to be returned to the library, but the premise and evidence is fascinating (and well, obvious to me as a woman). Advertising executives either sell well to the female gender or they disregard them at their own peril and well, the results are laughable. The author gives great examples of companies who "get it": Apple, Lexus, Vera Bradley, P&G, and the list goes on. The author gives tons of practical advice, which makes this book a "must read"...more
I really liked this book. This is a MUST READ for any executive that is responsible for a budget, and using resources to reach this very powerful base - Women! Ignore them at your own peril. No matter your sector, business (small, medium, corporate, global or micro), politics, or community based organizations (profit or not), please read this book. One company (employer) I just completed a project with lost $200,000 in business and cost one of our partners $2,000,000 sales because key factors in...more
I enjoyed reading this book; it was interesting, fast and enjoyable. But there was nothing groundbreaking here, although I suspect there is still quite a need for a book like this. Most of the points seemed obvious to me; but then, I am a woman. I worked in a company's marketing department 20 years ago and most of this information would have been news to the greater majority of our staff; it seems sad if it hasn't changed that much, and frankly I would not be surprised if it hasn't.
Entertaining...more
Entertaining...more
It seems pretty obvious that companies need to pay attention to women, who make many of the household purchases and influence scors of others. Yet some companies just don't seem to get it. Using a lively, entertaining writing style, Bridget Brennan shows us examples of companies that do - from Procter & Gamble, which actually has employees follow women around in their daily lives to gain an understanding of how its products could be improved, to lululemon, which brings in yoga enthusiasts as...more
I loved this book - a great vision into how marketing needs to be done from a woman's perspective but is often instead done by men. I liked the example of the "ugly Snugli" - men didn't realize that an ugly baby carrier wouldn't sell. I'd recommend this book for insights into marketing to women, and for women interested in learning how marketing to them works.
Read for book club.
A very interesting study of why women purchase what they purchase, what they expect out of a consumer experience, and what marketing appeals to them.
Lots of spot-on insights, and it made for good discussion material.
Even gave me some ideas about how to make the library more appealing to women - provide Moms with book selection service or anyone with personalized book suggestions - like give us three books you liked, three days, and we'll have three more books sitting on our ho...more
A very interesting study of why women purchase what they purchase, what they expect out of a consumer experience, and what marketing appeals to them.
Lots of spot-on insights, and it made for good discussion material.
Even gave me some ideas about how to make the library more appealing to women - provide Moms with book selection service or anyone with personalized book suggestions - like give us three books you liked, three days, and we'll have three more books sitting on our ho...more
It all seems like common sense to me really, but I guess for some generations the information in this book is brand new and eye opening. I loved the vignettes about successful businesses and products that have turned sales around or created something new and innovative- the research and development that goes into these products just blows me away!
This is definitely one of the more recent books (2009) I have read about marketing to women but so much has changed in the past three years. The views Brennan expresses are a great overview of the female psyche in general, however with the economic "man-cession", contemporary roles have shifted and with it, the minds of women.
This was a great read on how to market to women. I did not like the author's use of "mother" as a synonym to "woman." Maybe she should have named the book "Why Moms Buy" because that is her focus. Still great information.
Always interested in marketing and advertising, I thought this was a good read. It's actually aimed at advertisers, so it was an interesting viewpoint into the buying habits of women and what appeals to them, and why.
This was a good basic marketing book on women, but mostly it was pretty elementary (or maybe it just seemed like it because I am a woman). Mostly it just made me want to yell at some CEOs and advertising dudes.
Really great book, a look at how women think in the decision making process of shopping, what our needs are and how brands should communicate to meet these needs as a means to resonate with female shoppers.
Great book. Full of many strong recommendations - but few have been implemented, even though the book is 3 years old.
Great insight for smart marketers - worth the eye-opening read
Great insight for smart marketers - worth the eye-opening read
Everyone can benefit from reading this book. I think a lot of businesses, salespeople and people in general will see things differently and think differently after reading it.
Reading this book gives you insights on the importance of targeting women in your marketing campaign. It is interesting.
Read it for work. interesting-ish. not ground-shaking by any means, but interesting.
Great read! I recommend to anyone with an interest in marketing to women.
Oriented toward marketing/sales, but of interest also to the general reader.
Oct 27, 2009
Lisa
marked it as to-read
Recommended by Dani
Sep 03, 2011
Cody Dulock
rated it
5 of 5 stars
·
review of another edition
Shelves:
business,
thought-provoking
Go deep into the psychological mindset of women with the female author of this book. The author is a marketing guru for womens products and gives tons of tips and examples of how to effectively market to women, asks tons of questions, and is overall a great read... tons and tons of "ah-ha" moments through out the book... so simple and in plain sight in everyday life, but as people, we just look past it.
recommended for anyone working in sales and/or marketing - especially if you are male...
Good and interesting insight on why and how women buy as consumers. How to tap into the understanding of this so you can meet their particular needs when you sell to them.
Please see my review at The Agency Review, here: http://theagencyreview.wordpress.com/...
Sep 08, 2009
Jricket
rated it
3 of 5 stars
·
review of another edition
Recommends it for:
Men who may not think of women as important to sell to.
Recommended to Jricket by:
New Book shelf of local library
Easy, quick read with common-sense comments on why women are an economic force.
Easy read. Would especially be helpful for men marketing to women.
Very insightful!
May 07, 2013
Shalene
is currently reading it
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Mar 18, 2013 05:46pm