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              Books by Philippa Roberts

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              Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It
               

              Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It (Trade Paperback / Paperback)

              By Cunningham, Jane; Roberts, Philippa

              • RRP: $40.00
              • $36.80
              • Save $3.20
              • Reprinting locally

              If you thought misogynist marketing ended with #MeToo, think again. Sexism is still rife in the advertising world where brands too-often rely on lazy, dated stereotypes or simplistic femvertising. In an industry largely dominated by men, half the population is being misrepresente...d - the half with 80% of the buying power - and often to disastrous consequence. Bringing together case studies, stories and new research from across the world, Jane Cunningham and Philippa Roberts propose a powerful solution: a Bechdel test for creatives and brands. It poses the questions: - Does the campaign show a diverse group of women? - Is the product fixing women who don't fit the ideal? - Are the women presented as passive or performative? An innovative framework to identify outdated stereotypes and avoid scandal, Brandsplaining helps brandscreate fresh, original content that connects with their female consumers. Every time.
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              ISBN 9780241456002
              Released NZ 1 Jun 2021
              Publisher Penguin
              Interest Age 16+ years
              Availability
              Reprinting locally, In Stock Internationally
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              Inside Her Pretty Little Head: A New Theory of Female Motivation and What it Means for Marketing
               

              Inside Her Pretty Little Head: A New Theory of Female Motivation and What it Means for Marketing (Paperback)

              By Cunningham, Jane; Roberts, Philippa

              • RRP: $32.50
              • $24.52
              • Save $7.98
              • In Stock UK

              Women make 80 percent of all purchasing decisions and are therefore undoubtedly the largest and most important consumer group, yet women have been poorly understood and badly served by marketing that has operated as if all customers are inherently the same. A deep understanding o...f the differences between men and women leads to more relevant, meaningful ideas that will contribute significantly to a brand's success. Derived from the latest research on gender, readers will learn that women judge and purchase goods and services by four main codes: altruism, aesthetic, ordering, and affinity. This essentially new approach provides the tools, clear constructs, and case studies to help companies take full advantage of the opportunities offered by gender-based marketing.
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              ISBN 9789814382236
              Released NZ 8 Jun 2012
              Publisher MARSHALL CAVENDISH
              Interest Age General Audience
              Availability
              Internationally sourced; ships 6-14 working days
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              The Daring Book for Boys in Business: Solving the Problem of Marketing to Women
               

              The Daring Book for Boys in Business: Solving the Problem of Marketing to Women (Trade Paperback / Paperback)

              By Cunningham, Jane; Roberts, Philippa

              How to create products, services and brands that will appeal to the entire mainstream (female and male) audience

              ISBN 9781907794254
              Released NZ 2 Apr 2013
              Publisher LID Publishing
              Interest Age General Audience
              Availability
              Internationally sourced (on backorder); allow 4-8 weeks
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