Women make 80 percent of all purchasing decisions and are therefore
undoubtedly the largest and most important consumer group, yet women
have been poorly understood and badly served by marketing that has
operated as if all customers are inherently the same. A deep
understanding of the differences between men and women leads to more
relevant, meaningful ideas that will contribute significantly to a
brand's success. Derived from the latest research on gender, readers
will learn that women judge and purchase goods and services by four main
codes: altruism, aesthetic, ordering, and affinity. This essentially new
approach provides the tools, clear constructs, and case studies to help
companies take full advantage of the opportunities offered by
gender-based marketing.