Eighty Percent Minority

Paperback | March 12, 2004

byJoanne Thomas Yaccato, Judy Jaeger

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Not a Contradiction in Terms

Women control 80% of the consumer dollars spent in North America. But a groundbreaking Canadian consumer study shows a huge gulf exists between the way women feel they ought to be treated by businesses and the way they are treated.

With her trademark wry wit and observation, Joanne Thomas Yaccato explains the reality of women’s consumer DNA. Through The 80% Minority, she provides a critically important “gender lens” that companies need to develop in order to create authentic products, services and business strategies that fully engage the attention and loyalty of women consumers.

Both small and large companies are used as a backdrop to illustrate the full spectrum of approaches to better meeting the needs of women consumers. All of these companies share one thing in common: they have established meaningful and long-term relationships with women and, as a result, have propelled their businesses to new heights.

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From the Publisher

Not a Contradiction in TermsWomen control 80% of the consumer dollars spent in North America. But a groundbreaking Canadian consumer study shows a huge gulf exists between the way women feel they ought to be treated by businesses and the way they are treated.With her trademark wry wit and observation, Joanne Thomas Yaccato explains the...

Joanne Thomas Yaccato is the author of Raising Your Business and The 80% Minority. She is the president of the national consulting firm The Thomas Yaccato Group and a business columnist for CBC Television’s Morning Show. She lives in Aurora, Ontario.

other books by Joanne Thomas Yaccato

Format:PaperbackDimensions:256 pages, 8.25 × 5.25 × 0.61 inPublished:March 12, 2004Publisher:Penguin Group CanadaLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0143016938

ISBN - 13:9780143016939

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