Just Ask a Woman (PDF)

An enlightening blueprint of the secrets of reaching female
consumers from the expert

Just Ask a Woman is a powerful book about how to
tap into female consumers' needs. Mary Quinlan, the founder of the
premiere consultancy dedicated to marketing to women, has
personally interviewed 3,000 women in the course of her research
for Just Ask a Woman. Women are the decision-makers in an estimated
eighty-five percent of household buying decisions, and yet far too
often, products marketed specifically to them fail to connect with
their needs. Here, Quinlan explores topics such as how women judge
brands and advertising, how they make decisions, the effects of
stress on their consumer behavior, and their increasing demands for
service and communication. Quinlan rejects the traditional focus
group approach in favor of highly energized and intimate talk
sessions where women reveal their deeper feelings about products
and services. In Just Ask a Woman marketers, brand managers, and
advertisers will find a revelatory resource filled with ideas and
action steps for building your brand with women-from a woman who
has walked in a marketer's shoes.

Mary Lou Quinlan (New York, NY) is the founder and CEO of
Just Ask a Woman, a marketing consultancy dedicated to building
business with women. Just Ask a Woman is a division of bcom3, a $15
billion global communications firm whose clients include
Citigroup/Women & Co., Lifetime, Saks, Hearst Magazines, Toys
"R" Us, and Time Inc. Known as a brand-turnaround expert, she has
helped to remake brands like Avon and Continental Airlines. Quinlan
has been quoted in The New York Times, The Wall Street
Journal, Fortune, Fast Company and Advertising
Age and appeared on ABC, CNN, CNBC, Lifetime LIVE, Fox and
nationally syndicated news shows. Her articles have been published
in Marie Claire, Good Housekeeping, Redbook,
and More, among others.