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 nearly 80 percent of consumer household 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 them over. Just when executives have mastered becoming technology literate, they find there's another skill they need: becoming female literate.
This isn't always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It's stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn't factor in the one piece of information that trumps them all: the sex of the buyer.
It's stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennan's Why She Buys shows decision makers how to bridge this divide and capture the business of the world's most powerful consumers just when they need it most.
- Title: Why She Buys
- Release date: October 2016
- Publisher(s): Tantor Media, Inc.
- ISBN: None
You might also like
Head First Design Patterns, 2nd Edition
You know you don’t want to reinvent the wheel, so you look to design patterns—the lessons …
Designing Data-Intensive Applications
Data is at the center of many challenges in system design today. Difficult issues need to …
Building Microservices, 2nd Edition
Distributed systems have become more fine-grained as organizations shift from code-heavy monolithic applications to smaller, self-contained …
Software Engineering at Google
Today, software engineers need to know not only how to program effectively but also how to …