Forget Pink.

The power of women as consumers and decision makers regarding household spending is indisputable. The means of getting those discretionary dollars in your cash register are up for debate, however. Fresh insight can be found in Don't Think Pink: What Really Makes Women Buy--and How to Increase Your Share of This Crucial Market by Lisa Johnson and Andrea Learned.

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The authors say reaching women should be a top priority for most businesses, because purchases by women now total trillions of dollars annually and add up to about 80 percent of all consumer expenditures. The book is about marketing to women and the unique influences that affect how women shop.

Some of the topics and tips covered include:

* How the manner in which women buy is even more critical than what's being sold.

* How listening to women earlier and more often leads to more powerful strategies.

* How to use the Internet and other technology--both in market research and during the buying process--to gain a greater understanding of female consumers.

* How to gain a bigger share of the purchasing power of women.

Miles Hall of H & H Gun Range and Shooting Sports Outlet in Oklahoma City, Okla., recommends Don't Think Pink as essential reading material for firearm dealers. He said it contains a lot of good information on how to expand into the women's market.

The authors are cofounders of Reach Women, a firm specializing in advising clients on the behavior of women as consumers. Their book is a valuable tool for retailers because it explains the way women make buying decisions and how businesses can tap into this lucrative market.

Get a copy of the book and read it. It will change the way you view the women's market and give you an inside track on how to make women a core part of your business.

Don't Think Pink is published by AMACOM and is available online at amazon.com.