The book, Inside Her Pretty Little Head, says women ultimately control the levers of modern business.
Research in the US shows that they account for 80 per cent of consumer purchase decisions, including two thirds of the computers bought and 60 per cent of cars.
The book argues that businesses need the “four feminine codes” of marketing:
- The Altruism Code. The feminine tendency is to focus on others
- The Aesthetic Code. Women want to make the world more attractive
- The Ordering Code. This is intended to cater to the practical
- The Connecting Code. To build relationships and communities
Article at the Times