Cover image for Don't think pink : what really makes women buy--and how to increase your share of this crucial market
Don't think pink : what really makes women buy--and how to increase your share of this crucial market
Johnson, Lisa, 1967-
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Publication Information:
New York : AMACOM, 2004.
Physical Description:
x, 230 pages ; 24 cm
Brain training : how not to think pink -- Now you see "her" : the visible approach to marketing to women -- Now you don't (see "her") : the transparent approach to marketing to women -- Inside a woman's mind : the scientific underpinnings -- Shaping the generations : baby boomers (and matures) to gen yers -- Looking beyond the generations : the buying filters of women's roles -- Cultural influencers : the buying filters of emerging majorities -- Learning curves and life transitions : relationship-building opportunities -- The internet-savvy woman : connecting with her online -- Online research : using e-marketing to see women clearly -- enlisting women as your marketing partners : an alliance for brand success -- investing in a transparent future.
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HC79.C6 J64 2004 Adult Non-Fiction Central Closed Stacks

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"Purchases by women now total trillions of dollars annually, accounting for 85% of all consumer expenditures. So, reaching women should be considered the number one priority for most businesses.

Don't Think Pink will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers.

Based on painstaking research into women's experiences and perceptions, Don't Think Pink reveals:

* How generational history, culture, life stages, and daily realities influence a woman's buying mind

* How the manner in which women buy is more critical than what's being sold

* How listening to women earlier and more often leads to more powerful strategies

* How to use the Internet and other technology -- both in market research and during the buying process -- to gain a greater understanding of female consumers

* How to gain a bigger share of the awesome purchasing power of women

There's no question that women buy. Don't Think Pink explains what drives their buying decisions, and how businesses can capitalize on this enormous (and evergreen) market."

Author Notes

Lisa Johnson and Andrea Learned are cofounders of Reach Women

Reviews 3

Publisher's Weekly Review

With women heading some 40% of households in America, making 85% of consumer buying decisions and running 40% of all companies in the U.S., according to the authors, it makes sense that marketers would want to appeal to this huge audience. However, Johnson and Learned, cofounders of the consulting firm ReachWomen, believe that too many companies either don't cater to women or repeatedly send misleading messages. Marketers need to understand the customers, get their feedback and focus on the context of the product. For example, some products should be given out in a doctor's office while other items should be sent to the consumer. It's also important to understand the difference between generations. A younger woman might focus more on finances while an older woman may feel as if she can pamper herself, after working and raising a family for many years. To support their thesis, the authors provide examples of positive innovations. For instance, hotels have attracted women business travelers by improving hallway lighting and installing security cameras; greeting card companies have used different images and ethnic language to attract minority purchasers. The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who want to reach the women's market. (June) (c) Copyright PWxyz, LLC. All rights reserved

Library Journal Review

Given the large and growing consumer purchasing power of women in America, market research into their specific buying habits is a business priority. Johnson and Learned, cofounders of a market research firm specializing in reaching out to women, examine the cultural, behavioral, and social influences on women's buying decisions and present marketing strategies tailored to female consumers. They cover generational and demographic patterns in depth: the chapter titled "Shaping the Generations" explores the commonalities and important differences from mature women to "gen Yers," while another chapter explores the same issues in emerging majorities. They also explain how to use transparent marketing strategies, the Internet, and online campaigns to gain understanding of and reach the target market. Using real companies and industries, such as Lowe's and Home Depot in the home improvement industry, the authors demonstrate both their marketing philosophy and how readers can apply it. The book's how-to format is accessible, and the expository writing style is clear and on target. Notes for each chapter and a short recommended reading list add value for students and researchers. Academic and public libraries will want to add to their business collections.-Susan C. Awe, Univ. of New Mexico Lib., Albuquerque (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Choice Review

Johnson and Learned, experienced consultants on marketing to women, stress that just as women's societal roles, and their effect on the economy, have greatly shifted, so too must marketing's approach to serving them. Their book is a resource and roadmap to seeing through the eyes of women in their buying process. The authors suggest ways companies and marketers can initiate changes that reverberate throughout an organization to start serving a bigger slice of today's largest market segment--women. Clear and to the point, the ten chapters explore brain training (how not to think pink); the visible approach to marketing to women; the transparent approach to marketing to women; inside a woman's mind (the scientific underpinnings); shaping the generations; looking beyond generations (the buying filters of life stages and roles); cultural influences (the buying filters of emerging majorities); learning curves and life stages (relationship-building opportunities); the Internet-savvy woman (connecting with her online); online research (using e-marketing to see women clearly); and enlisting women as marketing partners (an alliance for brand success). This book is must reading! ^BSumming Up: Essential. Public, academic (all levels), and professional business collections. R. R. Attinson emeritus, CUNY College of Staten Island

Table of Contents

Forewordp. VII
Prefacep. IX
1 Brain Training: How Not to Think Pinkp. 1
2 Now You See "Her": The Visible Approach to Marketing to Womenp. 25
3 Now You Don't (See "Her"): The Transparent Approach to Marketing to Womenp. 34
4 Inside a Woman's Mind: The Scientific Underpinningsp. 62
5 Shaping the Generations: Baby Boomers (and Matures) to Gen Yersp. 83
6 Looking Beyond Generations: The Buying Filters of Life Stages and Rolesp. 114
7 Cultural Influencers: The Buying Filters of Emerging Majoritiesp. 139
8 Learning Curves and Life Stages: Relationship-Building Opportunitiesp. 155
9 The Internet-Savvy Woman: Connecting with Her Onlinep. 172
10 Online Research: Using E-Marketing to See Women Clearlyp. 187
11 Enlisting Women as Your Marketing Partners: An Alliance for Brand Successp. 198
Afterword: Investing in a Transparent Futurep. 211
Notesp. 215
Recommended Readingp. 223
Indexp. 225