Thomas Yaccato, Joanne

The gender intelligent retailer: discover the connection between women consumers and business growth - Ontario wiley 2008 - xxiv, 285 p.

Gender Intelligence is about creating a company-wide competency around what women consumers are looking for, and reflecting that in every aspect of your business: marketing, advertising, operations, store layout and design, product development, staff training, human resources, etc. This approach is not a short-term, pink-washing marketing gimmick that attracts women consumers temporarily, but rather a way of building lasting relationships with your key customers that result in increased market share and customer satisfaction for all customers. The Gender Intelligent Retailer is full of examples and case studies of companies that have implemented Gender Intelligence and are reaping the benefits, including: The Home Depot, Sobeys, Allstate Insurance, the Toronto Blue Jays, the Government of British Columbia, Bruce Power, Shane Homes, and Petro-Canada. (Source: www.barnesandnoble.com)

9780470841020


Women consumers
target marketing
Marketing - Psychological aspects
Selling - Psychological aspects

658.804

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