Pocketbook power : how to reach the hearts and minds of today's most coveted consumers--women / Bernice Kanner.
"Marketing expert Bernice Kanner takes a look at the way female spending power has forever changed the advertising/marketing landscape. Pocketbook Power reveals how industry professionals are responding to the female-dominated marketplace, marrying compelling demographic and statistical informa...
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| Format: | eBook |
| Language: | English |
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New York :
McGraw-Hill,
©2004.
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Table of Contents:
- 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.