'Forget China, India and the internet: economic growth is driven by women' The Economist, 2006'Women buy 80% of household purchases and 51% of online purchases' Business Week, 2004'By 2010, women are expected to control $12 Trillion, or 60% of America's wealth' Business Week and Gallup, 2004Women buy the weekly grocery shopping, home insurance, books, household appliances, soft furnishings and linen, holidays, cars, furniture and more. CEO's and Marketers first need to acknowledge that women really are the Boss when it comes to buying. Secondly they need to understand the many psychological and behavioral characteristics of women that affect their relationships with brands. This book examines the key biological and brain differences between women and men and then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline. Ellwood and Shekar illustrate the research evidence that supports the key differences between women and men in their purchase behaviors. This research goes beyond generalizations about women and looks at the primary characteristics and how these change through their lives. All of the tools and techniques in this book will help marketers to retune their brand experience specifically to women. The book is packed with case studies and best practice demonstrations of effective marketing to women.