What women and men buy

BOOK TIP In her book, author Diana Jeffé explains the successful gender marketing concepts of top companies. Far removed from feminist ideology, Jeffé explains the differences between the sexes in terms of their purchasing interests, information processing, and the way in which they use information.In saturated markets, the prospect of a 50% increase in sales is a sensation. But Diana Jaffé promises no less if the large target group of women is given due consideration in marketing. Her book is an elegant combination of market analysis and guidebook. The author explains the differences between the sexes in terms of their purchasing interests, information processing and purchasing decisions in an easy-to-understand, humorous way that is completely free of feminist ideology. This is followed in the last third of the book by a number of case studies written by other authors. The information is particularly promising for the consumer and automotive industries, but representatives of other sectors can also find useful information in the book. getAbstract recommends it to both male and female manufacturers, developers, designers, advertisers, and salespeople.getAbstract rating: 8Implementability: 8Innovation level: 7Style: 9 Publisher: HaufePublication date: 2014Pages: 334ISBN: 9783648048979