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Summary

Paco Underhill, the author of the hugely successful Why We Buy and 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.

©2010 Peckshee, LLP (P)2011 Blackstone Audio, Inc.

Critic reviews

“Underhill shows himself to be both an amiable and a knowledgeable guide to the shifting retail landscape.” ( Wall Street Journal)

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Profile Image for rebecca armstrong
  • rebecca armstrong
  • 08-03-19

Nice Try

Slightly interesting with subtle undertones of pompous ego tripping. I gagged listening to this ceo-bro commentary a few times, but I also heard some interesting detailed perspectives. I think a lot of men could really benefit from listening/reading this book. I do appreciate the intention behind this work, just a few statements were startling, opinionated and vulgar. At one point the author mentions how an older, heavier woman shouldn’t be wearing a bikini ... something along those lines. That was disappointing. All in all if you’re a female and not in marketing, probably don’t waste your time or your audible credit. If your a guy, maybe ? Mr.Underhill may have some possibly superficial insight for you.

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  • Jessica
  • 13-07-21

As a woman, I was prepared to be disappointed

But wow. I was 100% wrong in thinking “there’s no way this guy knows women”. This book will forever be an important resource in understanding the inventions and motivations of my own gender. Yes, from a man. Loved the reader’s voice, all the tips and tricks. I canceled plans with friends to finish this book. This is a book I’ve recommended and shared with many, highly suggest giving it a listen!