- Paperback: 256 pages
- Publisher: Penguin Canada (APB) (Mar 12 2004)
- Language: English
- ISBN-10: 0143016938
- ISBN-13: 978-0143016939
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: #843,792 in Books (See Top 100 in Books)
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Product Details |
Product Description
Book Description
Not a Contradiction in Terms
Women control 80% of the consumer dollars spent in North America. But a groundbreaking Canadian consumer study shows a huge gulf exists between the way women feel they ought to be treated by businesses and the way they are treated.
With her trademark wry wit and observation, Joanne Thomas Yaccato explains the reality of women's consumer DNA. Through The 80% Minority, she provides a critically important “gender lens” that companies need to develop in order to create authentic products, services and business strategies that fully engage the attention and loyalty of women consumers.
Both small and large companies are used as a backdrop to illustrate the full spectrum of approaches to better meeting the needs of women consumers. All of these companies share one thing in common: they have established meaningful and long-term relationships with women and, as a result, have propelled their businesses to new heights.
About the Author
Joanne Thomas Yaccato is the author of Raising Your Business and The 80% Minority. She is the president of the national consulting firm The Thomas Yaccato Group and a business columnist for CBC Television's Morning Show. She lives in Aurora, Ontario.
Inside This Book
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Customer Reviews
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Most helpful customer reviews
5.0 out of 5 stars
Great insights on the 80% majority!,
By Mary Charleson "Marketing educator, speaker, ... (British Columbia) - See all my reviews (REAL NAME)
This review is from: The 80% minority : reaching the real world of women consumers (Paperback)
Beyond a catchy title, Joanne Thomas Yaccato delivers some solid research and insights. Particularly refreshing is the Canadian content and business examples. This book makes a strong case for considering the importance of the female consumer to not only businesses who traditionally targeted women, but also those who have long ignored her power. Joanne's irreverent approach makes a good read.
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