عنوان

Pocketbook power :

0071418601

9780071418607 (alk. paper)

b535630

Pocketbook power :

[Book]

how to reach the hearts and minds of today's most coveted consumers--women /

Bernice Kanner

New York :

McGraw-Hill,

c2004

x, 211 p. ;

24 cm

Includes index

I: Understanding the incredible purchasing power of women -- What the snake knew: women are the ones to reach -- Women have changed the landscape -- What do women want? C.H.A.R.G.E. -- Finance: show them the money -- Wheels: in the driver's seat -- Health care: our bodies, ourselves -- Travel: comfort, cleanliness, and a good hair dryer -- Hope in a jar: the beauty biz -- Dressed to thrill -- Someone's in the kitchen with Dinah -- Technology: chips aren't just for baking -- Homes and homebase -- You throw like a girl -- When sales dip, men's products discover women -- II: How to unclasp the purse -- Techniques for selling to women -- Humor: tickle me Elmo -- Sex or sensibility? -- Star power or girl next door? -- Cobrand or no brand -- The devil you know -- Noah's ark -- A word about subliminal advertising -- In the store -- A dozen tricks marketers play -- Don't even think it: a dozen ploys bound to backfire -- Gazing into the crystal ball

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"A marketing expert describes how female 'spending power' has changed the face of advertising and marketing over the last thirty years and uses first-hand accounts from advertisers and marketers to show how the apparel, health care, technology, and financial industries have been transformed by women." -- Publisher's description

Consumer behavior

Marketing

Women consumers

Kanner, Bernice

20080403082246.7

[Book]

Y