TY  - BOOK
AU  - Quinlan,Mary Lou
TI  - Just ask a woman: cracking the code of what women want and how they buy 
SN  - 0471369209
AV  - HF5415.33.U6 Q56 2003
U1  - 658.834082 21
PY  - 2003///]
CY  - Hoboken, N.J.
PB  - J. Wiley & Sons
KW  - Women consumers
KW  - United States
KW  - Marketing
KW  - Women
KW  - Attitudes
N1  - Includes bibliographical references (pages 249-252) and index; A checklist for marketers : listening or not? -- Self-induced stress -- Deliberate decision making -- The vigilante shopper -- The tug of war with the mirror -- Intimate with technology -- Demanding respect -- Craving comfort
N2  - "In Just Ask a Woman, top marketing consultant Mary Lou Quinlan shows marketers and business leaders how to tap into America's most powerful consumers: women. Although they comprise just over half of the U.S. population, women buy or influence the purchase of eighty-five percent of all products and services sold nationwide. Yet, far too often, products marketed specifically to women fail to address their needs or connect with them on an emotional and motivational level. Just Ask a Woman will tell you why." "In Just Ask a Woman, marketers, brand managers, and advertisers - and anyone selling to women - will find actionable answers to difficult questions and real-world strategies that work - from a woman who has walked in a marketer's shoes." "Throughout this book, you'll read the stories of women consumers in their own words. Then Quinlan translates those opinions and concerns into ideas marketers can use. You'll also read the stories of nineteen CEOs and marketing executives, many of them arguably among the most successful marketers today. They share their struggles and the lessons they learned that led to marketplace success with women."--BOOK JACKET
ER  -