As marketing experts, we tend to follow demographic trends and make assumptions about behavior. One of the numbers most of us know by heart is that women make an estimated 80 percent of all buying decisions. Since they're the most important decision-makers when it comes to making family purchases, it's no surprise that many of our efforts are spent engaging the almighty women in hopes of inspiring loyalty. What we miss out on when we rush after the big market - women - are the....

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