Wonder Woman

Marketing Secrets for the Trillion Dollar Customer
2008. Auflage 2016
ISBN: 978-1-349-29977-5
Verlag: Palgrave MacMillan UK

Buch, Englisch, 240 Seiten, Previously published in hardcover, Format (B × H): 152 mm x 229 mm, Gewicht: 386 g

Women are the most financially attractive target audience and buy the majority of products and services, so improving the way we market to women is the easiest and most effective business growth strategy. This book dispels the traditional stereotypes about women as consumers and creates a clear business case for marketing to women.

Zielgruppe

Research

Autoren/Hrsg.

Ellwood, I.

Shekar, S.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziale Gruppen/Soziale Themen Gender Studies, Geschlechtersoziologie

Inhaltsverzeichnis

Introduction The Female Brain Women's Primary Characteristics Researching Women's Needs Generation Y Women Generation X Women Baby Boomer Women Marketing Communications Effective Brand Experience Design Touchpoint Improvement Bibliography

Über Autor(innen)

Iain Ellwood is Head of Consulting at Interbrand. A seasoned management consultant with over fifteen years international experience, living and working in Japan, Hong Kong, the Netherlands and the United States as a marketing brand strategist for Blue-chip companies. He has led highly effective engagements for clients including: British Airways, Barclays, BP, BT, France Telecom, Godrej, InterContinental, Mitsubishi, Nissan, Orange, The Orient Express, Philips, RSA and UBS

He is a regular press commentator on marketing and branding issues for , The BBC, Sky News and numerous business magazines. He is the author of , 2002, Kogan Page. Ellwood is a frequent international speaker on branding, innovation and communications. He also occasionally lectures on the MBA courses at London Business School (LBS).

Ellwood is a Member of the Chartered Institute of Marketing (MCIM); a Member of the Marketing Society and a Fellow of the Royal Society of Arts (FRSA).

Sheila Shekar is a senior marketing professional with over ten years of proven success developing consumer insight-driven brand initiatives and marketing communication strategies for world-class brands, including Gap Inc., Banana Republic, UBS, Radisson Seven Seas Cruises and Visa.

Shekar currently leads international brand management efforts for Banana Republic, helping the brand successfully expand into a global lifestyle brand. Previously, she worked in corporate communications at Gap Inc. Before Gap she was a consultant at Prophet, a top global brand strategy consulting firm focused on Fortune 500 clients, with experience in developing and implementing brand-driven business strategies and marketing initiatives with global organizations across industries. Prior to Prophet, Shekar created marketing communications campaigns and managed media and analyst relations for various global clients at Ketchum, a top ten global PR firm.