Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market

Don't Think Pink will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.

Based on painstaking research into women's experiences and perceptions, Don't Think Pink reveals:

* How generational history, culture, life stages, and daily realities influence a woman's buying mind * How the manner in which women buy is more critical than what's being sold * How listening to women earlier and more often leads to more powerful strategies * How to use the Internet and other technology -- both in market research and during the buying process -- to gain a greater understanding of female consumers * How to gain a bigger share of the awesome purchasing power of women

There's no question that women buy. Don't Think Pinkexplains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market.

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All Customer Reviews
Average Customer Review:
0 of 0 people found the following review helpful:

Bland book with some useful information, 2008-10-05
I started reading this book and was bored
out of my skull fro about 40 pages. I thought
it was shallow and no more informative than
a magazine article.

I'm still not sure the material in here is book-worthy,
but I guess that's true of a lot of business books -
thin premises bulked up for publishing.

Not that it's bad or I didn't learn anything. Actually
I resented my boredom so I went back and started
"genius reading" it - a speed-reading method. In this
way I was able to tear through it fairly quickly
and extract some useful nuggets - perhaps affirming
stuff I already had guessed at but useful nevertheless.

I don't read a lot of market research books - so compared
to others perhaps this one is a star. I get the feeling
that this book was really written so junior executives
could use it as ammunition in the boardroom to get their
ideas through to a management with antiquated notions
of women's buying behavior.

The treatment of generational distinctions was helpful...
generation X (I'm part of it) and generation Y (the kids
today) are both comfortable with technology but the
younger generation is expects a crazy level of catering
to their tastes and whims... they are accustomed to instant
gratification in a way no group of people aside from
the extremely wealthy ever has been. That's an insight
worth keeping - and it goes across gender boundaries so
it applies to young men as well.




1 of 1 people found the following review helpful:

Excellent Perspective for All Marketers, 2006-12-28
It is an honor to review this book from a male's perspective. In my opinion it's more important for men to read, hear and understand these distinctions. The marketplace as explained in Don't Think Pink is what most marketers need to consider. I found it helpful in relating our products to women and men after the first read.

What "Men are from Mars, Women are from Venus" did for the conversations in personal relationships "Don't Think Pink" does for business language. I highly recommend this book for anyone in sales, marketing, product development, advertising and management in any organization that is attempting to connect with the primary buyers.

PS. I first read the book about 18 months ago and had my fair share of revelations and just read it again and it surprised me how much more I took away. I'll let you know what I think of their next book guys.



4 of 4 people found the following review helpful:

Solid Advice on All Types of Women Shoppers, 2006-03-05
This book provides a thorough analysis of women shoppers, including those of all ethnic, age, geographic, educational, and socio-economic groups and marital statuses. It gives solid, workable advice on how to attract today's saavy, busy, informed, educated, female customers. It also tells how to help others in the company to overcome outdated, stereotypical thinking about female consumers. I may use this book along with Why We Buy as a text in my visual merchandising course.


4 of 5 people found the following review helpful:

Delightful language, 2005-08-30
Don't Think Pink is indeed insightful as well as approachable in style. I myself gained a deeper appreciation for corporate lingo, a small selection of words which many people will say has been drained of real meaning. Leverage, actionable, synergies, proactive, relatable, networking, and resonate are all words deserving of more attention, especially from people like me who are not primarily interested in marketing. I did note that it took until page 199 for the authors to actually use "paradigm shift," and I was titillated thoroughly when I read it. "Empower" and its variants were used almost once every page, and this book will indeed empower not only you as a marketer, but the women you will inveigle, in whatever roles they fill.
This book was packed with useful information, and well-formatted. With examples drawn from many industries, it is sure to strike a chord with a good portion of its readers.
The references at the back were largely web sites, which should facilitate your filling out your own background in this topic.
In fact, if you don't give a hoot about marketing strategies, you should still read it. If you're looking at this page, it must interest you in some manner, and I say the book is well worth the price. Go for it, ladies!


10 of 10 people found the following review helpful:

Insightful !, 2005-03-22
Women are the most powerful consumer force in the U.S., but they do not approach buying decisions the way men do. That's intriguing, but it doesn't mean that exhaustive demographic and sales statistics make interesting reading. Authors and marketing consultants Lisa Johnson and Andrea Learned explain how to direct your marketing efforts to women. Each chapter deals with a different subset of women - old, young, black, white, Hispanic, married, single - but the groups are compared along similar lines and the information is sliced the same way in most chapters. The authors liven up their exposition with short illustrative case studies, but the cases often feature products for which marketers have made no concerted, specific effort to attract female buyers. For instance, the decision to sell single servings of food occurred because of other demographics (more people living alone) and was not intended just to attract women buyers. Still, the thesis here is important enough to carry the authors' occasional tendency to twist product features to fit the theme, as well as their branding jargon. Acknowledging the significance of marketing to women, we recommend this information-packed book.

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