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Paco Underhill - What Women Want [96] Unabridged
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Paco Underhill - What Women Want: The Global Market Turns Female Friendly

96 kbps, Unabridged, Read by Mike Chamberlain
 
http://www.barnesandnoble.com/w/what-women-want-paco-underhill/1100332190?ean=9781416569954&isbn=9781416569954

Overview
PACO UNDERHILL, the author of the hugely successful Why We Buy and The Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service "female friendly." Underhill offers a tour of the world’s marketplace—with shrewd observations and practical applications to help everybody adapt to the new realities.

As large numbers of women become steadily wealthier, more powerful, and more independent, their choices and preferences are transforming our commercial environment in a variety of important ways, from the cars we drive to the food we eat; from how we buy and furnish our homes to how we gamble, play, and use the Internet—in short, how we spend our time and money.

With the same flair and humor that made his previous books universally appealing, Underhill examines how a woman’s role as homemaker has evolved into homeowner and what women look for in a home. How the home gym and home office are linked to the women’s health movement and home-based businesses. Why the refrigerator has trumped the stove as the crucial appliance. How every major hotel chain in the world has redesigned rooms and services for the female business traveler. Why some malls, appealing to women, are succeeding while others fail. What women look for online and why some retail websites, like Amazon, attract women while other sites turn them off.

"The point is," writes Underhill, "while men were busy doing other things, women were becoming a major social, cultural, and economic force."

And, as he warns, no business can afford to ignore their power and presence.

Washington Post Review

What do women want? Retail consultant Paco Underhill has a few suggestions, starting with: cleanliness, control, safety and considerateness. These concepts can be embodied in tidy dressing rooms, car sound systems that let drivers adjust the bass, and hotels that write a guest's room number on their keycard's envelope rather than announcing it loudly at the check-in desk.

In "What Women Want," Underhill addresses how the market has adapted -- or not -- to women's changing social, cultural and economic status. For example, the modern woman doesn't have time to spend two hours working out or three or four hours on shopping. Ergo, the home gym and the death of the department store. But when they do shop, women like to make the best use of their time. Malls anchored by grocery stores and other offerings besides shopping (i.e., live music or a gym) might be the retail centers of the future, Underhill suggests. His classic example of a mall that does it all is the Grove in Los Angeles, which, with its own streetcar and open-air farmers' market, is not just a shopping center but a replication of the urban experience.

Underhill doesn't pretend to be a gender expert: "I'm just a boy writing about girls." But the mass marketplace is all about generalizations, and he makes plenty of them. In the end he believes that women and men don't want vastly different things -- just that female customers are on the whole more demanding.

"By walking the female path," Underhill writes, "you end up making things better for women and men." For example, he argues that women are more concerned with cleanliness than men. For that reason, a business place that appears messy might repel women but have less of an effect on men. But by bringing the place up to women's higher standards, you're likely to please both genders.

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Comments

Many thanks for this one as well :)