The she spot : why women are the market for changing the world--and how to reach them
著者
書誌事項
The she spot : why women are the market for changing the world--and how to reach them
（A BK business book）
Berrett-Koehler Publishers, c2008
1st ed
- : hardcover
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注記
Includes bibliographical references (p. 157-168) and index
内容説明・目次
内容説明
Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. Women aren't a niche--they're the primary change-makers. The She Spot offers a practical -- and provocative -- primer on how nonprofit and advocacy organizations can strengthen their outreach to this highly motivated and engaged segment of the population. Witter and Chen reject the narrow "pink" approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women's issues. Drawing on their expertise as consultants in public interest communications, they explain the sometimes counter-intuitive nuances required when engaging in gendered marketing and include real-life case studies of corporate and public sector marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men.
目次
Preface
Acknowledgements
Foreword by Gary Hirshberg, CEO of Stonyfield Farm
Introduction: A Women-Centered (Marketing) Revolution
Section I: Understanding the She Spot
Chapter 1: Why Women Matter
Chapter 2: How Women Think
Chapter 3: What Women Want
Section II: How to Hit the She Spot
Chapter 4: Care
Chapter 5: Taking Control
Chapter 6: Connecting for Change
Chapter 7: Cultivate
Section III: Where to Hit the She Spot
Chapter 8: Where to Reach Women
Chapter 9: Segmenting the Women's Market
Conclusion: Beyond the She Spot
Chapter 10: The Not So Secret Secret to Changing the World
Appendix A - The She Spot Check-List
About the Authors
Notes/Bibliography
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