Książki

Women are a huge, uniquely receptive but still underutilized audience for a whole range of social and political causes, not just women s issues. In The She Spot, Lisa Witter and Lisa Chen, top executives in the nation s largest public interest communications firm, explain why women s enormous potential is still largely untapped. Citing examples from both the for-profit and nonprofit sectors, they offer specific, detailed advice much of which flies in the face of conventional wisdom on how to better connect with women and advance your mission.

She Spot

Preface

Acknowledgements

Foreword by Gary Hirshberg, CEO of Stonyfield Farm

Introduction: A Women-Centered (Marketing) Revolution

Section I: Understanding the She Spot

Chapter 1: Why Women Matter

Chapter 2: How Women Think

Chapter 3: What Women Want

Section II: How to Hit the She Spot

Chapter 4: Care

Chapter 5: Taking Control

Chapter 6: Connecting for Change

Chapter 7: Cultivate

Section III: Where to Hit the She Spot

Chapter 8: Where to Reach Women

Chapter 9: Segmenting the Women's Market

Conclusion: Beyond the She Spot

Chapter 10: The Not So Secret Secret to Changing the World

Appendix A - The She Spot Check-List

About the Authors

Notes/Bibliography