Inside Her Pretty Head HB [[electronic resource] ] : A new theory of female motivation and what it means for marketing / / Jane Cunningham and Philippa Roberts
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| Autore: |
Cunningham Jane
|
| Titolo: |
Inside Her Pretty Head HB [[electronic resource] ] : A new theory of female motivation and what it means for marketing / / Jane Cunningham and Philippa Roberts
|
| Pubblicazione: | Singapore, : Marshall Cavendish, 2012 |
| Singapore, : Marshall Cavendish, 2008 | |
| Descrizione fisica: | 1 online resource (356 p.) |
| Disciplina: | 658.8 |
| 658.80082 | |
| Soggetto topico: | Marketing |
| Brand name products | |
| Women consumers | |
| Consumers' preferences | |
| Altri autori: |
RobertsPhilippa
|
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references ( pages 343-346) |
| Nota di contenuto: | 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 |
| Sommario/riassunto: | 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 that will speak powerfully to women. Many marketing and branding strategies attempt to please all of the people all of the time. The authors here demonstrate that the best marketing ideas fall out of understanding the differences between people. The most profound difference is their gender. A deep understanding of this difference can lead to more relevant, meaningful ideas, that will contribute more signficantly to a brand s success. For example, recent research indicates that women live by four main codes the Altruism, Aesthetic, Ordering and Affinity codes which play a significant role in the way women judge and purchase goods and services. Brands or products that successfully reflect these codes will be the ones that stand out. --Amazon |
| Titolo autorizzato: | Inside Her Pretty Head HB |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910816933403321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |