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Book Reports
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| Number of pages / Number of words: |
12 / 3339 |
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However, meeting the expectations of and/or building relationships with female consumers is not an easy task, warn all four authors. Pink and pastel strategies blindly developed and applied to reach and appeal to women fail to recognize the wide range of diversity within this huge segment of consumers...
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To help companies to understand it, the authors discuss the main drivers and influencers of women's buying behavior. They share their marketing-to-women philosophy and provide guides for developing successful and effective strategies to reach this critical market. They advise to talk, to ask, and to actively listen to women customers...
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General points of the essay
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