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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000010114071 | HC79.C6 B37 2006 | Open Access Book | Book | Searching... |
Searching... | 30000010126482 | HC79.C6 B37 2006 | Open Access Book | Book | Searching... |
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Summary
Summary
Rachel Laudan tells the remarkable story of the rise and fall of the world's great cuisinesÂfrom the mastery of grain cooking some twenty thousand years ago, to the presentÂin this superbly researched book. Probing beneath the apparent confusion of dozens of cuisines to reveal the underlying simplicity of the culinary family tree, she shows how periodic seismic shifts in Âculinary philosophy"Âbeliefs about health, the economy, politics, society and the godsÂprompted the construction of new cuisines, a handful of which, chosen as the cuisines of empires, came to dominate the globe.
Cuisine and Empire shows how merchants, missionaries, and the military took cuisines over mountains, oceans, deserts, and across political frontiers. Laudan's innovative narrative treats cuisine, like language, clothing, or architecture, as something constructed by humans. By emphasizing how cooking turns farm products into food and by taking the globe rather than the nation as the stage, she challenges the agrarian, romantic, and nationalistic myths that underlie the contemporary food movement.
Table of Contents
Foreword | p. xiii |
Acknowledgments | p. xvii |
Introduction: Unveiling the Market | p. xxi |
Part I Why Market to Women? | |
1 The Power of the Purse | p. 3 |
The "Silent Generation" Shakes the World | p. 3 |
Women Now: Advancing through Advanced Degrees | p. 4 |
The Four Components of the Women's Market | p. 6 |
1 Earning Power: What's in Her Wallet? | p. 6 |
2 High-Net-Worth Women: The Ultimate Asset Holders | p. 8 |
3 Consumer Spending Power: Household Chief Purchasing Officer | p. 9 |
4 Women Mean Business: Controlling the Company Checkbook | p. 10 |
Profitability in the Women's Market | p. 13 |
More Profitable Customers | p. 13 |
Higher Customer Satisfaction-among Men, Too | p. 13 |
Better Return on Your Marketing Dollar | p. 13 |
2 The Differences That Make a Difference | p. 15 |
Differences Defined | p. 16 |
From Fiction to Fact | p. 17 |
Of Mice and Men | p. 20 |
The Real in Gender Reality: What Are the Differences? | p. 21 |
Evolutionary Influences-Adam, Eve, and the First Case of Peer Pressure | p. 21 |
Biological Influences-More Than Another Freshman Course Requirement | p. 21 |
Women's Ways of Knowing-Senses and Sensitivity | p. 27 |
The Minds of Men-Things and Theorems | p. 31 |
Different Folks, Different Strokes | p. 33 |
Part II The GenderTrends Marketing Model-Why and How Women Reach Different Brand Purchase Decisions | |
3 The GenderTrends Marketing Model-The Big-Picture View | p. 37 |
The Star | p. 37 |
The Circle | p. 38 |
The Compass | p. 40 |
The Spiral Path | p. 40 |
4 The Star Gender Culture | p. 43 |
The GenderTrends Star | p. 44 |
Star Point 1 Social Values | p. 46 |
People First, Last, and Always | p. 46 |
Men Are Soloists, Women Are Ensemble Players | p. 47 |
Men Aspire to Be "Winners," Women Prefer to Be "Warmer" | p. 51 |
Men Occupy a Pyramid, Women Occupy a Peer Group | p. 54 |
Degrees of Difference | p. 57 |
Star Point 2 Life/Time Factors | p. 59 |
Daily Life: Women and the Double Day | p. 59 |
Multitasking | p. 62 |
Milestone Marketing | p. 64 |
"Live Long and Prosper" | p. 65 |
Star Point 3 Focus Strategies | p. 66 |
Details, Details | p. 67 |
Integrate versus Extricate | p. 68 |
The Perfect Answer | p. 70 |
Star Point 4 Communication Keys | p. 77 |
Headline versus Body Copy | p. 77 |
"Report Talk" versus "Rapport Talk" | p. 78 |
Making the Connection | p. 79 |
Women's Values | p. 83 |
What Women Cherish | p. 84 |
What Women Take Pride In | p. 86 |
What Women Enjoy or Care about More Than Men Do | p. 88 |
Things Women Enjoy the Same as Men-but Are Sometimes Overlooked | p. 88 |
Things Women Don't Want/Don't Do/Don't Care About | p. 89 |
What Women Expect or Are Open To That Men Don't Want | p. 90 |
5 The Circle and the Compass-Response to Marketing Contacts | p. 93 |
Advertising | p. 95 |
Social Values | p. 95 |
Life/Time Factors | p. 97 |
Focus Strategies | p. 98 |
Communication Keys | p. 99 |
Web Site/Electronic Marketing | p. 100 |
Life/Time Factors | p. 103 |
Focus Strategies | p. 103 |
Communication Keys | p. 104 |
Product and Packaging | p. 104 |
Social Values | p. 105 |
Life/Time Factors | p. 106 |
Focus Strategies | p. 108 |
Other Factors | p. 108 |
6 The Spiral Path-How Women Make Purchase Decisions | p. 115 |
Asking Around: Women Start the Purchase Decision Process Differently | p. 116 |
The Perfect Answer: Women Pursue a Different Outcome | p. 118 |
The Spiral Path: Women Seek More Information and Investigate More Options | p. 121 |
Retention and Recommendation: Women's Influence on Your Sales Success Doesn't End with Their Purchases | p. 122 |
Loyalty over the Long Haul: Trust Is a Many-Splendored Thing | p. 122 |
Streamlining Subsequent Interactions | p. 122 |
Referrals: Sharing the Wealth | p. 124 |
Marketing/Sales Implications of Women's Different Decision Process | p. 125 |
The Ultimate Outcome: Spiraling to Success | p. 126 |
Part III Practical Applications-Strategies and Tactics | |
7 On Your Mark-Market Assessment | p. 131 |
A View of What's Ahead | p. 131 |
Finding Your Market | p. 132 |
Defining the Business Case: Cherchez la Femme! | p. 132 |
Why Women? | p. 133 |
Which Women? | p. 137 |
The Situation Scan: Finding Holes in the Competition | p. 139 |
Operations Elements | p. 140 |
Communications Elements | p. 141 |
Understanding Your Customer: Research-Believe It or Not | p. 147 |
Qualitative Research: Permission to Speak Freely | p. 147 |
Quantitative: Questioning the Questions | p. 151 |
Beware of Bias as You Interpret the Results-Both Theirs and Yours | p. 153 |
Proving Your Point: Measure Everything-Men Too | p. 154 |
Results Speak for Themselves ... and for You | p. 156 |
Kaizen: Seeking Continuous Improvement | p. 157 |
8 Get Set-Strategy and Tactical Planning | p. 159 |
Defining Your Platform: Beyond Positioning to Persuasion | p. 160 |
Creating a Brand Identity | p. 160 |
Defining the Product | p. 161 |
Positioning: What Resonates with Women | p. 166 |
Activation: Getting in the Game | p. 170 |
Extra! Extra! Hook Her with News | p. 171 |
The Power of Suggestion-Highlight the Need | p. 173 |
Intercept Marketing: Arouse the Want | p. 175 |
Taking Action on the Activation | p. 176 |
Nomination: Surviving the First Cut | p. 178 |
Word of Mouth: Worth a Mention | p. 178 |
Milestone Marketing: Finding the Receptive Mindset | p. 179 |
Making a Good Impression | p. 181 |
Investigation and Decision! Crossing the Finish Line | p. 183 |
Perceived Product Advantage | p. 183 |
Product/Information Communications: A Voracious Need to Know | p. 184 |
Personal Interaction | p. 185 |
Retail Environment: Don't Waste Her Time or Yours | p. 186 |
Incentives: There's More to Motivation Than Money | p. 192 |
Retention and Recommendation: Making the Most of Current Customers | p. 195 |
Help Your Customer Take Care of You | p. 196 |
Maximizing Your Impact: Leverage a Strategy, Not a Tactic | p. 199 |
9 Go! Communications That Connect | p. 203 |
Media/Delivery Vehicles: Seeing Past the Numbers | p. 203 |
Word of Mouth | p. 204 |
Image and Information: Split the Message | p. 204 |
"Connecting" versus "Reaching" | p. 205 |
Media Units: Optimize for "Effective Impact" instead of "Effective Reach" | p. 206 |
Be a Maverick: Women Will Welcome You | p. 206 |
Messaging: What Works and What Backfires | p. 207 |
What You Say: Meaning and Motivation That Break Through | p. 208 |
People First | p. 208 |
Warmer Wins over Winner | p. 210 |
She Prefers a Peer Group to a Pyramid | p. 212 |
How You Say It: Context, Stories, Language, Humor, and Other Essential Elements | p. 212 |
The Cast: How You Portray Women | p. 212 |
The Setting: Presenting the Message | p. 214 |
The Script: Watch Your Language | p. 219 |
10 Face-to-Face-Sales and Service | p. 223 |
Prospecting | p. 224 |
Track 'em Down: Identifying Prime Prospects | p. 224 |
Choose and Schmooze: Networking | p. 227 |
Join the Party | p. 229 |
Seminar Selling | p. 229 |
Cultivate the Relationship | p. 231 |
Magnet Marketing: Stand Where They Can See You | p. 233 |
The Sales Consultation: Presenting Your Case | p. 234 |
Listen More Than You Talk | p. 235 |
Your Turn to Talk | p. 236 |
Answer Every Question Thoroughly | p. 238 |
Don't Put Down the Competition | p. 238 |
Small Courtesies Make Big Points | p. 239 |
A Sensitized Population | p. 239 |
Closing the Sale | p. 241 |
The Perfect Answer-A Longer Road | p. 241 |
Selling to Couples | p. 242 |
Service, Support, and Building the Customer Relationship | p. 243 |
Standing Behind Your Product | p. 243 |
One Person at a Time | p. 244 |
Part IV The Bigger Picture | |
11 PrimeTime Women: The Target Marketer's Golden Bull's-Eye | p. 251 |
Introduction | p. 251 |
Understanding African American Women | p. 252 |
Understanding Latina Women | p. 255 |
"Cornering" the Marketplace | p. 260 |
Prime Mover: The Demographic Bull's-Eye | p. 262 |
Battle for the Bulge | p. 262 |
In the Vanguard: Boomer Women | p. 263 |
"Old" Money: The Spending Bull's-Eye | p. 264 |
Assets: The Wealth Factor | p. 265 |
Income: The Stealth Factor | p. 266 |
Spending: The "Health" Factor | p. 267 |
Women: The "XX" Factor | p. 267 |
Biological Jujitsu: Don't Be "Flip" about It | p. 269 |
Beyond Stereotypes: From "Sunset Years" to "High Noon!" | p. 270 |
Images Deceive Us | p. 270 |
Words Fail Us | p. 271 |
Perfect Storm: Don't Run for Cover | p. 273 |
Star System: Gender Culture Meets Human Development | p. 274 |
Star Point 1 Social Values | p. 276 |
Star Point 2 Life/Time Factors | p. 278 |
Star Point 3 Focus Strategies | p. 281 |
Star Point 4 Communication Keys | p. 283 |
Who's the Dummy? Sizing Up the Opportunity | p. 286 |
12 Notes to the CEO | p. 289 |
News Flashes | p. 290 |
Women Are Not a Niche | p. 290 |
First In, First Win | p. 291 |
Get Serious | p. 291 |
Bust through the Walls of the Corporate Silo | p. 293 |
Keeping Customers Is Cheaper Than Buying New Ones | p. 294 |
Be Farsighted | p. 295 |
The Final Analysis: More Bang for Your Marketing Buck | p. 296 |
Appendix A GenderTrends Geniuses-Follow-Up from Sidebars | p. 299 |
Lisa Finn, What's New about the Women's Market? | p. 299 |
Dori Molitor, Turn Women Consumers into Brand Enthusiasts | p. 300 |
Joanne Thomas Yaccato, Reading Her Signals Right Can Make or Break Your Sale | p. 302 |
Appendix B The Best Resources in the Business | p. 303 |
Endnotes | p. 309 |
Index | p. 317 |