Eveolution: The Eight Truths of Marketing to Women

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9780786865239: Eveolution: The Eight Truths of Marketing to Women
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HardCover. Pub Date: June 2000 Pages: 304 in Publisher: Hyperion the If men and women are different. why do we market to them of the same way the Today women the make 80 percent of all purchasing decisions.. The time has come. Says Faith Popcorn . author of The Popcorn Report and Clicking. two bestselling books on consumer trends. for businesspeople everywhere to realize that you cant succeed in business without successfully marketing to women. Whether you make cornflakes or concrete. pillows or pixels. women should be your chief target . Popcorns prediction: within a decade. the companies that do the best job of marketing to women will dominate every significant product and service category. Popcorn calls this EVEolutiona trend that will redefine the way companies ...

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Product Description:

The best-selling author of Clicking predicts the future of American business as she emphasizes the ever-growing significance of women in a successful marketing campaign, drawing on case studies, cultural trends, statistical data, and interviews to present eight key truths about marketing to women. 150,000 first printing. $250,000 ad/promo.

Review:

In Eve-olution, Faith Popcorn isn't shy about telling you who she is or what she can share with you: "I am a futurist. A trend-spotter. A cultural detective." Nor does she beat around the bush in relaying the importance of her theory: "Understanding Eve-olution and implementing it...means the difference between building healthy brands and profitable relationships with women...or building a flimsy, fluffy foundation with no future." Her vision is large and her passion is palpable, and what she offers in Eve-olution is an effective way to know and tap into the increasingly important and lucrative female market.

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 "eve-olutionary" truths are followed by dozens of companies, most of which have got 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 non-savvy 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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