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Book Synopsis
Why is it that some companies/brands succeed with women and others don't? In sectors as valuable as telecoms, financial services, consumer electronics, cars, technology, gaming and utilities, women consistently report low levels of interest, and demonstrate lower levels of engagement than their male counterparts. Can companies really afford to miss out like this? Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands and marketing to ensure they appeal to the entire mainstream audience rather than just one half of it. This book reveals why it is that some companies succeed with women and others don't. It outlines the key determinants that make up brands which appeal to both men and women, and the opportunities that presents.

The Daring Book for Boys in Business: Solving the

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    A Paperback / softback by Jane Cunningham, Philippa Roberts

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      View other formats and editions of The Daring Book for Boys in Business: Solving the by Jane Cunningham

      Publisher: LID Publishing
      Publication Date: 02/04/2013
      ISBN13: 9781907794254, 978-1907794254
      ISBN10: 1907794255
      Also in:
      Sales and marketing Gender studies: women and girls

      Description

      Book Synopsis
      Why is it that some companies/brands succeed with women and others don't? In sectors as valuable as telecoms, financial services, consumer electronics, cars, technology, gaming and utilities, women consistently report low levels of interest, and demonstrate lower levels of engagement than their male counterparts. Can companies really afford to miss out like this? Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands and marketing to ensure they appeal to the entire mainstream audience rather than just one half of it. This book reveals why it is that some companies succeed with women and others don't. It outlines the key determinants that make up brands which appeal to both men and women, and the opportunities that presents.

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