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Lys Marigold and Faith Popcorn
EVEolution
The Eight Truths of Marketing to Women
Hyperion, 2000
¿De qué se trata?
The mother of all demographic groups — literally.
Recommendation
Ignore the infuriating capitalization and focus on what Faith Popcorn is telling you: Women make 80% of all consumer purchasing decisions. The successful businesses of the future will be those that revamp their marketing strategies to appeal to this mother-of-all demographic groups, Popcorn says. She then lays out a fairly comprehensive plan for doing just that. Rich with case studies of gender-based marketing principles in action, the book is witty, intelligent and convincing. getAbstract recommends it as a must-read in marketing, branding or strategic planning.
Summary
About the Authors
Faith Popcorn of New York City is a top forecaster of cultural and consumer trends. An advisor to many of the Fortune 500, she founded Faith Popcorn’s BrainReserve, a major marketing consulting firm. She is author of The Popcorn Report and co-author with Lys Marigold of Clicking both U.S. bestsellers. Marigold, co-creator of The Popcorn Report was BrainReserve’s creative director for 12 years. A resident of Easthampton, New York, she is working on three books: Ancient Games, The Art of Change and The Homelife of Slugs.
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