Trends

I work in Account Planning for an ad agency and also lead a Men's Ministry for my church and I found this book extremely helpful in showing why men and women disagree on how to approach things. It's especially good when combined with David Murrow's "Why Men Don't Go To Church". When I showed a group of blue collar, non-Marketing educated, men the info in both books, I got nothing but agreement. I didn't find the info in Peters and Barletta's book stereotypical at all. I do agree that the type size could be bigger, but I didn't have a hard time reading any of it. I thought the Contrasts - which shorthand how men and women differ in thinking - was very helpful and I defy anyone to show the graph of how men shop vs. women (page 73) to either sex and not get a knowing laugh.

This book was on target. Repetiveness is obviously important since it appears the top Fortune 100 still don't get the value of marketing to women, women-owned businesses and the Prime Time group. The book format afforded the reader the opportunity to creatively identify how it would respond as a consumer or a business owner (large or small). I recommend that every CEO who wants to increase its bottomline to read it over and over until their companies demonstrate this change management.