getAbstract Summary: Get the key points from this book in 10 minutes.

Frequent speaker and best-selling author Paco Underhill attempts to answer the vital question, “What do women want?” His purview is not women’s relationships – that’s another book altogether – but rather commerce and, via commerce, social change. He explains that women are reshaping the global marketplace, so businesses that don’t evolve to accommodate them will fall behind. Most of all, Underhill says, women seek “cleanliness, control, safety and considerateness.” A messy dressing room or a poorly lit parking garage may alienate these valuable customers. Through case studies, statistical research, interviews, anecdotes and his own firsthand observations, Underhill identifies how and why women spend money. getAbstract recommends this engaging, witty book to all marketing, advertising and retail professionals. Even those who do not agree with all of Underhill’s opinions and gender-based generalizations will find he presents interesting examples and arguments. Though he sometimes diverges from women-specific topics, even his detours prove fascinating.

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From WHAT WOMEN WANT by Paco Underhill. Copyright © 2010 by Peckshee, LLP.
Reprinted by permission of Simon & Schuster, Inc.