| Record ID | marc_columbia/Columbia-extract-20221130-010.mrc:284728673:3189 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-010.mrc:284728673:3189?format=raw |
LEADER: 03189pam a22003494a 4500
001 4762363
005 20221103032901.0
008 031118t20042004nyu 001 0 eng
010 $a 2003025366
020 $a0071418601 (alk. paper)
035 $a(OCoLC)ocm53483638
035 $a(NNC)4762363
035 $a4762363
040 $aDLC$cDLC$dOrLoB-B
042 $apcc
050 00 $aHF5415.32$b.K36 2004
082 00 $a658.8/32/082$222
100 1 $aKanner, Bernice.$0http://id.loc.gov/authorities/names/no95040398
245 10 $aPocketbook power :$bhow to reach the hearts and minds of today's most coveted consumers--women /$cBernice Kanner.
260 $aNew York :$bMcGraw-Hill,$c[2004], ©2004.
300 $ax, 211 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
500 $aIncludes index.
505 00 $gPt. 1.$tUnderstanding the incredible purchasing power of women -- $g1.$tWhat the snake knew : women are the ones to reach -- $g2.$tWomen have changed the landscape -- $g3.$tWhat do women want? : C.H.A.R.G.E. -- $g4.$tFinance : show them the money -- $g5.$tWheels : in the driver's seat -- $g6.$tHealth care : our bodies, ourselves -- $g7.$tTravel : comfort, cleanliness and a good hair dryer -- $g8.$tHope in a jar : the beauty biz -- $g9.$tDressed to thrill -- $g10.$tSomeone's in the kitchen with Dinah -- $g11.$tTechnology : chips aren't just for baking -- $g12.$tHomes and homebase -- $g13.$tYou throw like a girl -- $g14.$tWhen sales dip, men's products discover women -- $gPt. 2.$tHow to unclasp the purse -- $g15.$tTechniques for selling to women -- $g16.$tHumor : tickle me Elmo -- $g17.$tSex or sensibility? -- $g18.$tStar power or girl next door? -- $g19.$tCobrand or no brand -- $g20.$tThe devil you know -- $g21.$tNoah's ark -- $g22.$tA word about subliminal advertising -- $g23.$tIn the store -- $g24.$tA dozen tricks marketers play -- $g25.$tDon't even think it : a dozen ploys bound to backfire -- $g26.$tGazing into the crystal ball.
520 1 $a"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 information with tales of canny approaches to product development and positioning, and of marketing prowess." "Complete with expert advice on branding, subliminal advertising, and looking toward future trends, Pocketbook Power is a must-read for advertising and marketing professionals who are determined to reach the hearts, minds - and ultimately, the wallets - of today's most coveted consumers."--BOOK JACKET.
650 0 $aWomen consumers.$0http://id.loc.gov/authorities/subjects/sh85147510
650 0 $aConsumer behavior.$0http://id.loc.gov/authorities/subjects/sh87006429
650 0 $aMarketing.$0http://id.loc.gov/authorities/subjects/sh85081333
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/description/mh041/2003025366.html
856 41 $3Table of contents$uhttp://www.loc.gov/catdir/toc/ecip0411/2003025366.html
852 00 $bbar$hHF5415.32$i.K36 2004