"synopsis" may belong to another edition of this title.
After establishing men and women are biologically and "shop-ologically" different, Popcorn delivers her central message--that there's a huge difference between a customer who buys your brand and one who joins it. The former is good for the moment, while the latter is good for life. Popcorn believes attracting and engaging the lifelong customer requires rethinking traditional marketing methods using her eight "truths" of marketing to women. These include making your brand a contributing and worthwhile member of the community you create; acknowledging that women lead multiple lives simultaneously--marketing to only one at a time is limiting for you and annoying for them; and remembering to be subtle--women think laterally and notice things peripherally. These and the five other "EVEolutionary" truths are followed by dozens of companies, most of which have gotten the point and are reaping the rewards of an effective brand.
Popcorn definitely has her finger on the pulse (or the popper), though this kind of slick analysis of our too-fast-paced modern age can sometimes get a little tiresome--like an extended session of navel gazing. But someone has to do it, and Popcorn's ability to spot the trends and spout the zeitgeist gives her a healthy leg up on the nonsavvy marketers out there. If you're one of them--and don't have a clue about the complexities of women and how to market to them--read this book. Popcorn will get you into shape in no time. --S. Ketchum
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Book Description Hardback. Condition: Very Good. Dust Jacket Condition: Very Good. 272 pages. Women are now the primary decision makers or signi ficant influencers in more than 80 per cent of consumer purchaser s. But while there are countless books about how women think diff erently, talk differently and feel differently, this book looks a t how they buy or relate to brands differently. Seller Inventory # 619x
Book Description Softcover. Condition: Very Good. Dust Jacket Condition: No Dust Jacket. Edition Unstated. Size: Quarto. Text body is clean, and free from previous owner annotation, underlining and highlighting. Binding is tight, covers and spine fully intact. Slight foxing front/rear pages, but body of book mostly clean and unfoxed. Edges browned slightly. Quantity Available: 1. Shipped Weight: Under 1 kilogram. Category: Business, Finance & Marketing; Women & Feminism. ISBN: 0007113838. ISBN/EAN: 9780007113835. All our pictures shown here are of the actual item, not stock photos. Inventory No: 20353. For further info on this title, click on the "Contact Seller" button within this listing. We will try to reply within 24 hours. Otherwise you can order right now (inclusive of shipping options) from the "Add to Basket" button to the right. Seller Inventory # 20353