The She Spot
Berrett-Koehler (Verlag)
978-1-57675-472-6 (ISBN)
Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. Women aren't a niche--they're the primary change-makers. The She Spot offers a practical -- and provocative -- primer on how nonprofit and advocacy organizations can strengthen their outreach to this highly motivated and engaged segment of the population. Witter and Chen reject the narrow "pink" approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women's issues. Drawing on their expertise as consultants in public interest communications, they explain the sometimes counter-intuitive nuances required when engaging in gendered marketing and include real-life case studies of corporate and public sector marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men.
Lisa Witter is the executive vice president and chief operating officer of Fenton Communication, the largest public interest communications firm in the country. She heads the firm's practice in women's issues and global affairs for clients including the Women for Women International, MoveOn.org, William and Flora Hewlett Foundation, David and Lucille Packard Foundation, American Medical Association, American Lung Association and many others. She is a co-founder of award-winning SheSource.org, an online brain trust of women experts to help close the gender gap among commentators in the news media. She is a political commentator, a seasoned public speaker on the political, nonprofit and philanthropic circuits. In 2004, she was a contestant on the Showtime reality show, "American Candidate." Lisa Chen, a senior vice president at Fenton Communications, is the firm's head editor and writer and develops creative messaging for clients across a broad spectrum of issues, ranging from public health to education reform. Her writing has been published in The New York Times, USA Today, Boston Globe, San Francisco Chronicle and numerous other leading dailies. She has been doing public interest communications for the past 10 years for clients including the National Urban League, the Breast Cancer Fund, the New York Academy of Science, Physicians for Human Rights, Blue Shield of California Foundation, the Leukemia and Lymphoma Society and Asian Americans/Pacific Islanders in Philanthropy. Witter and Chen live in New York City.
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
| Erscheint lt. Verlag | 16.6.2008 |
|---|---|
| Verlagsort | San Francisco |
| Sprache | englisch |
| Maße | 163 x 240 mm |
| Gewicht | 457 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-57675-472-3 / 1576754723 |
| ISBN-13 | 978-1-57675-472-6 / 9781576754726 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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