Marketing to men

I just came across this book, "Branded Male," which is a close look at marketing strategies oriented towards today's male market.

It looks interesting to say the least and I think I'm going to go pick it up, if it sucks I'll tell you. Here is what some folks are saying:

“Using a combination of facts, statistics and humorous anecdotes, Tungate discusses the most popular and effective ways of branding products and services to this consumer audience.”
GDR Creative Intelligence, Spring 2008

“Insightful, Branded Male offers an interesting theory of how the modern male has been formed.”
Velocity, April 2008