Just Ask a Woman by Mary Lou Quinlan
Publication Date: 2003-04-25
An enlightening blueprint of the secrets of reaching femaleconsumers from the expert Just Ask a Woman is a powerful book about how totap into female consumers' needs. Mary Quinlan, the founder of thepremiere consultancy dedicated to marketing to women, haspersonally interviewed 3,000 women in the course of her researchfor Just Ask a Woman. Women are the decision-makers in an estimatedeighty-five percent of household buying decisions, and yet far toooften, products marketed specifically to them fail to connect withtheir needs. Here, Quinlan explores topics such as how women judgebrands and advertising, how they make decisions, the effects ofstress on their consumer behavior, and their increasing demands forservice and communication. Quinlan rejects the traditional focusgroup approach in favor of highly energized and intimate talksessions where women reveal their deeper feelings about productsand services. In Just Ask a Woman marketers, brand managers, andadvertisers will find a revelatory resource filled with ideas andaction steps for building your brand with women-from a woman whohas walked in a marketer's shoes. Mary Lou Quinlan (New York, NY) is the founder and CEO ofJust Ask a Woman, a marketing consultancy dedicated to buildingbusiness with women. Just Ask a Woman is a division of bcom3, a $15billion global communications firm whose clients includeCitigroup/Women & Co., Lifetime, Saks, Hearst Magazines, Toys"R" Us, and Time Inc. Known as a brand-turnaround expert, she hashelped to remake brands like Avon and Continental Airlines. Quinlanhas been quoted in The New York Times, The Wall StreetJournal, Fortune, Fast Company and AdvertisingAge and appeared on ABC, CNN, CNBC, Lifetime LIVE, Fox andnationally syndicated news shows. Her articles have been publishedin Marie Claire, Good Housekeeping, Redbook,and More, among others.