Ignore the infuriating capitalization and focus on what Faith Popcorn is telling you: Women make 80% of all consumer purchasing decisions. The successful businesses of the future will be those that revamp their marketing strategies to appeal to this mother-of-all demographic groups, Popcorn says. She then lays out a fairly comprehensive plan for doing just that. Rich with case studies of gender-based marketing principles in action, the book is witty, intelligent and convincing. getAbstract recommends it as a must-read in marketing, branding or strategic planning.
In this summary, you will learn
- How and why women dominate the consumer customer base;
- The differences in male and female decision-making processes, and
- How to create a marketing strategy that targets women.
About the Authors
Faith Popcorn of New York City is a top forecaster of cultural and consumer trends. An advisor to many of the Fortune 500, she founded Faith Popcorn’s BrainReserve, a major marketing consulting firm. She is author of The Popcorn Report and co-author with Lys Marigold of Clicking both U.S. bestsellers. Marigold, co-creator of The Popcorn Report was BrainReserve’s creative director for 12 years. A resident of Easthampton, New York, she is working on three books: Ancient Games, The Art of Change and The Homelife of Slugs.
Get the key points from this book in 10 minutes.
For your company
We help you build a culture of continuous learning.
Comment on this summary
Customers who read this summary also read
Perseus Books, 2015
Beacon Press, 2015
Sheryl Sandberg and Adam Grant
The New York Times, 2016