The 80% Minority: Reaching the Real World of Women Consumers

Viking Canada, 2003. Hardcover. New/New. New For More Information On Condition. Please See All Photos. If You Knew That Roughly Half Of The Population Controlled More Than Three-Quarters Of All Spending, Would You Disregard Those Consumers? Yet That Is Exactly What Happens Every Day. Although Women Control 80 Percent Of The Consumer Dollars Spent, Studies From A Wide Range Of Industries Reveal That Women Consumers Feel They Are Not Taken As Seriously As Men. There Is A Huge Gulf Between The Way Women Feel They Ought To Be Treated By Businesses And Marketers, And The Way They Are Actually Treated. Although Women Are Society's Biggest Consumers, Involved In More Than Three-Quarters Of All Purchases, They Continue To Feel Like A Minority. How Can This Be, Given The Purchasing Power Of Women? Why Do Businesses Fail To Meet The Needs Of Their Most Important Consumers? And What Must They Do To Capture The Women's Market? In The 80% Minority, Joanne Thomas Yaccato Shows What Companies Must Do If They Hope To Fully Engage The Attention And Loyalty Of Women Consumers. Only By Applying Yaccato's Maxims Of Successful Marketing-They Must Develop A Relationship With The Consumer; They Must Be Equitable And Authentic In That Relationship; And Their Approach Must Be Leveraged-Can Companies Hope To Truly Meet The Needs Of The Woman Consumer. It Is This Gender Intelligent Approach To Marketing That Is At The Heart Of Successful Change-Change Already Instituted By A Number Of Forward-Looking (And Highly Profitable) Companies.