Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
WHY
SHE
BUYS
The New Strategy for Reaching the
World’s Most Powerful Consumers
Bridget Brennan
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page iv
isbn 978-0-307-45038-8
10 9 8 7 6 5 4 3 2 1
First Edition
www.CrownBusiness.com
To purchase a copy of
Why She Buys
visit one of these online retailers:
Amazon
Barnes & Noble
Borders
IndieBound
Powell’s Books
Random House
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page vii
Contents
Introduction
vii
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page viii
5. MARKETING TO WOMEN
The Difference Between Sex Appeal
and Gender Appeal
183
THE X TO Y MENCYCLOPEDIA
Bridging the Gender Gap,
One Word at a Time
279
Notes
299
Acknowledgments
307
Index
311
viii
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 1
Introduction
WOMEN ARE
FEMALES FIRST
1
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 2
2 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 3
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 4
4 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 5
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 6
6 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 7
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 8
8 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 9
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 10
10 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 11
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 12
12 Bridget Brennan
We’ll slice and dice data until our eyes are crossed, yet in
many cases we’ll overlook the one piece of information that
trumps them all: the sex of the buyer. Considering there are
only two genders in the human race and one of them does
most of the shopping, it’s stunning how many companies
overlook the psychology of gender, when we all know that
men and women look at the world very differently. It’s as if
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 13
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 14
14 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 15
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:04 AM Page 16
16 Bridget Brennan
www.CrownBusiness.com
Bren_9780307450388_5p_all_r1.qxp 5/20/09 10:11 AM Page 323
www.CrownBusiness.com
To purchase a copy of
Why She Buys
visit one of these online retailers:
Amazon
Barnes & Noble
Borders
IndieBound
Powell’s Books
Random House
www.CrownBusiness.com