Why She Buys

Author: Bridget Brennan

If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. Bridget Brennan’s Why She Buys shows decision makers how to do that and capture the business of the world’s most powerful consumers just when they need it most. At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.