Don't Think Pink: What Really Makes Women Buy--and How to Increase Your Share of This Crucial Market

By Lisa Johnson; Andrea Learned | Go to book overview

AFTERWORD
investing in
a transparent
future

WE HAVE SEEN the future and I can assure you it is not pink. The path to success with this enormous market involves transparently marketing to women based on a thorough understanding of their buying behavior, insightful and innovative segmentation, and the enlisting of women as your marketing partners. A transparent approach gives marketers a new lens to look through and allows them to see lucrative and fresh new opportunities within their businesses and industries. We predict that companies who embrace and commit to transparently reaching women will position themselves for both initial success in the short term and industry leadership over the long haul. Much of the marketplace appears to be in a daze at

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