Book description
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.Table of contents
- Cover Page
- Title Page
- Copyright Page
- More Praise for the She Spot
- Foreword
- Preface
- Introduction A Women-Centered (Marketing) Revolution
-
Part I Understanding the She Spot
- 1 Why Women Matter
-
2 How Women Think
- Gender Differences Vs. Gender Equality
- Yes, Virginia, There Is a Difference
- Size Doesn’t Matter, But Structure and Chemistry Do
- Women: The Great Communicators, or the Science On Connect
- Women’s Big Picture Thinking, or the Science On Cultivate
- Enter: Hormones
- Harmonious Coop Vs. Pecking Order, or the Science on Community
- Conclusion
- Chapter Take-Aways
- 3 What Women Want
- Beyond Choice: Redefining “Women’s Issues”
- The Rule of the Four Cs
- Conclusion
- Chapter Take-Aways
- Part II How to Hit the She Spot
- Part III Where to Hit the She Spot
- Conclusion the Not¯So¯Secret Secret to Changing the World
- Resources
- Notes
- Acknowledgments
- Index
- About the Authors
- About Berrett-Koehler Publishers
- Be Connected
Product information
- Title: The She Spot
- Author(s):
- Release date: June 2008
- Publisher(s): Berrett-Koehler Publishers
- ISBN: 9781576757833
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