All posts tagged: Marketing

Book Review: Why She Buys by Bridget Brennan

This book is considered a milestone in marketing (and selling) for women, and for this reason, I decided to read it. According to Bridget Brennan, 80% of sales are influenced by women. Moreover, at the time this book was written, most of the marketing effort was made towards man. No relevant communication, no specific advertising, no tuned-in marketing. Stop: we all assume there is a ton of marketing addressed to women. However, one of the most exciting chapters of this book is dedicated precisely to Marketing to Women, and is titled “The Difference between Sex Appeal and Gender Appeal“. In short: if you thought that women lingerie advertising are typically done for women, think again. The sexual charge of it is generally addressed to man. Gender is the most powerful determinant of how a person views the world and everything int it. it’s more powerful than age, race, or geography. Bridget Brennan, Why She Buys, page 11 If seen this way (although some might disagree), we understand the fact that the entire process of designing, producing, selling …