The Daring Book for Boys in Business: A Tool-kit for Marketing to Women in Male Companies and Categories

Why is it that some companies and brands succeed with women and others don't? In sectors as valuable as telecoms, financial services, consumer electronics, cars, technology, gaming and utilities, women consistently report low levels of interest, and demonstrate lower levels of engagement than their male counterparts. Can companies really afford to miss out like this? Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands, and marketing to ensure they appeal to the entire mainstream audience rather than just one half of it. This book reveals why it is that some companies succeed with women and others don't. It outlines the key determinants that make up the successful gender-free brand and the opportunities it presents.

Jane Cunningham and Philippa Roberts are the founders of Pretty Little Head, a consultancy that specializes in gender marketing. Their clients include Tesco and the Conservative Party in the United Kingdom. They are the authors of Inside Her Pretty Little Head and previously worked in leading international advertising agencies.