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Blind Spots. How to uncover and attract the fastest emerging economy

  • ID: 4318980
  • Book
  • September 2017
  • Region: Global
  • 288 Pages
  • John Wiley and Sons Ltd
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′We already have women in our marketing team. We can′t have gender blind spots!′
—Legacy CMO

′My bottom line is already fine and our formula works, besides why would I make a budget for "women"?′
—Traditional Business CEO

Blind Spots puts modern leaders on the offense for the next big $28 trillion disruption to hit the changing business landscape: WOMEN.

It′s time to lose the out–dated stereotypes and get real about the business of women today. She′s influencing and making the final decision in most category purchases. She′s outpacing men globally in graduate education, as well as influence, and her total world income is growing exponentially year–on–year. Yet most businesses aren′t maximising their connection to her powerful wallet and underserved needs.

With granular, visionary insight, Australian marketing veteran RJ Brideson challenges business to get gender–smart and smell the ensuing profits. Full of unique case studies across a wide range of industries, Blind Spots provides you with the tools, facts and clarity needed to alchemise this complex issue into greater market share and top–down cultural change.

Get reading now and get ready for the transformation that will have you:

  • leveraging fast growth in an uncertain economy
  • discovering key gender indicators and turning gender differences into gender profits
  • helping her make, not break, your brand
  • creating a rich and enduring relationship with women for long lasting loyalty.

Blind Spots is your bible for surviving and thriving in the new gender–intelligent economy.

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Foreword ix

About the author xiii

Acknowledgements xv

Preface xvii

Introduction xxv

1 From history to herstory 1

2 Are you blind? 35

3 Proof of difference 67

4 Meet modern woman 95

5 Are we dating or in a relationship? 117

6 Busting the biggest business myths 143

7 $how me the money 177

8 Future proof and female ready 195

Conclusion 225

References 233

Image credits 245

Index 251

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RJ Brideson
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