Eveolution: The Eight Truths of Marketing to Women

by Faith Popcorn, Lys Marigold

If men and women are different, why do we market to them the same way? Today, women make 80 percent of all purchasing decisions. The time has come, says Faith Popcorn, author of The Popcorn Report and Clicking, two bestselling books on consumer trends, for businesspeople everywhere to realize that you cant succeed in business without successfully marketing to women. Whether you make cornflakes or concrete, pillows or pixels, women should be your chief target. Popcorns within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category. Popcorn calls this EVEolutiona trend that will redefine the way companies create profitable and lasting relationships with their key consumerswomen. Using business case studies, cultural signals, statistical data, and in-depth interviews with CEOs, entrepreneurs, and consumers, Popcorn presents the eight essential truths about marketing to women.

Genres: Business, Self Help, Nonfiction, Sociology

368 pages, Hardcover

First published January 1, 2000

Reviews

[Maeghan · Rating 3 out of 5]

Despite Faith Popcorn's obsession with coining awful puns as her marketing lingo, there is some useful information in this book. The Eight Truths are discussed at length despite being relatively simple, and are probably explored more deeply than needed- so a quick skim of each chapter would probably be enough.

[Vini · Rating 5 out of 5]

Apakah Anda seorang penjual? Apakah pekerjaan Anda mengharuskan Anda banyak berinteraksi dengan wanita? Atau apakah Anda adalah orang yang sering berkata, "Wanita memang sulit dipahami"? Jika jawabannya adalah ya, maka Anda wajib membaca buku ini. Bahkan jika Anda sendiri adalah seorang wanita, saya sarankan Anda HARUS membaca buku ini.


Menurut saya, buku ini termasuk visioner pada masanya. Di masa-masa awal ledakan pertumbuhan ekonomi dan dunia digital, Faith Popcorn telah mampu 'membaca' masa depan dan mengulasnya dengan sangat baik lewat buku ini. Pemahaman mengenai EVE-olution sebenarnya berangkat dari hal yang sederhana : kesadaran bahwa secara kodrati, wanita telah 'dicetak' untuk mengemban tugas untuk merawat dan mengelola. Jika pria dikaruniai insting berburu, maka wanita dikaruniai insting untuk menjaga. Menjaga dirinya sendiri, menjaga sekitarnya, dan memastikan bahwa semuanya aman terkendali.

Buku ini berisi tentang 8 'kebenaran' mengenai wanita, yang secara khusus diulas lebih mendalam untuk menunjang strategi marketing ke kaum hawa. Kita semua tahu, dunia sedang berubah. Dalam era baru ini, muncul kekuatan baru yang pengaruhnya semakin besar. Gelombang pengaruh ini bernama wanita, yang bergerak semakin pesat dan meluas. Dengan gayanya sendiri, wanita memiliki kemampuan untuk menentukan 'nilai' suatu produk dan berperan besar dalam menentukan keberhasilan suatu bisnis dalam menguasai pasar. Dan pengaruh mereka diprediksi akan semakin kuat di masa-masa mendatang.

[Kiersten · Rating 4 out of 5]

This is such a great book. I felt empowered as a woman after reading it. Yes, Faith Popcorn has some zany ideas but I LOVE that! She reinvents the box that everybody else is stucking thinking out of.

[Jennifer Mathews · Rating 2 out of 5]

Information is dated - would have been better if I read it when it came out. Also, seems a little self-serving to me.

[Denim · Rating 3 out of 5]

REALLY good jargon in this book.

[John Gabriel · Rating 5 out of 5]

Excellent and thought at the time. We used some of the thinking in devising a market research study on the changing role of women in South Africa and found intriguing similarities and differences.

[Bebe Four · Rating 2 out of 5]

2+

[Mike Steinborn · Rating 5 out of 5]

Great insights and great ideas!