Inside Her Pretty Little Head: A New Theory of Female Motivation and What it Means for Marketing

by Jane Cunningham

Women make 80 percent of all purchasing decisions and are therefore undoubtedly the largest and most important consumer group, yet women have been poorly understood and badly served by marketing that has operated as if all customers are inherently the same. A deep understanding of the differences between men and women leads to more relevant, meaningful ideas that will contribute significantly to a brand's success. Derived from the latest research on gender, readers will learn that women judge and purchase goods and services by four main altruism, aesthetic, ordering, and affinity. This essentially new approach provides the tools, clear constructs, and case studies to help companies take full advantage of the opportunities offered by gender-based marketing.

247 pages, Hardcover

First published April 1, 2007

Reviews

[Matt · Rating 4 out of 5]

An important book, highlighting gender differences and how marketing could do more to play to them as well as just how powerful women are as consumers and decision makers. Not quite as revolutionary as it's been billed and some of the example solutions aren't that imaginative but full of pragmatic, useful information that every business should consider.