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What Really Makes Women Buy?

Lisa Johnson and Andrea Learned

Purchases by women now total trillions of dollars annually, accounting for about 80% of all consumer expenditures. Reaching this influential audience should be the number one priority for almost any business. But all too often, marketers and product development teams aren't sure how to begin.

Lisa Johnson and Andrea Learned, co-founders of ReachWomen, a firm that specializes in advising clients on the behavior of women as consumers, have written a ground-breaking new book, Don't Think Pink: What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market (AMACOM, 2004) that helps unlock the secrets to developing products, services and marketing strategies that resonate with women.

To continue reading, please download the PDF article.

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