An edition of Pocketbook Power (2004)

Pocketbook power

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

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August 1, 2020 | History
An edition of Pocketbook Power (2004)

Pocketbook power

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

  • 1 Want to read

"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.

Publish Date
Publisher
McGraw-Hill
Language
English
Pages
211

Buy this book

Previews available in: English

Edition Availability
Cover of: Pocketbook Power
Pocketbook Power
2005, McGraw-Hill
eBook in English
Cover of: Pocketbook Power
Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers
October 20, 2005, McGraw-Hill
in English
Cover of: Pocketbook Power
Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers
October 20, 2005, McGraw-Hill
Paperback in English - 1 edition
Cover of: Pocketbook power
Cover of: Pocketbook Power
Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumer - Women
April 9, 2004, McGraw-Hill
Hardcover in English - 1 edition
Cover of: Pocketbook Power
Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumer - Women
April 9, 2004, McGraw-Hill
in English

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Book Details


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

Edition Notes

Includes index

Published in
New York

Classifications

Library of Congress
HF5415.32 .K36 2004, HF5415.32.K36 2004

The Physical Object

Pagination
x, 211 p. ;
Number of pages
211

ID Numbers

Open Library
OL17191672M
Internet Archive
pocketbookpowerh0000kann
ISBN 10
0071418601
LCCN
2003025366
OCLC/WorldCat
53483638
Library Thing
5374533
Goodreads
1350025

First Sentence

"The serpent in the Garden of Eden knew it first."

Work Description

While women make up 52.1 percent of the U.S. population, they control two-thirds of the nations disposable income. In Pocketbook Power noted marketing expert and bestselling author Bernice Kanner describes how female spending power has radically transformed the face of advertising and marketing over the past several decades. Combining compelling demographic and statistical information with eye-opening and entertaining "tales from the trenches," she explores how the ad world has responded to a female-dominated marketplace. Industry sector by industry sector, Kanner describes successful approaches that have been used to reach women consumers of apparel, financial services, health care, technology, and more.An entertaining and informative look at how today's women-dominated marketplace is shaking up the status quo on Madison Avenue Anatomizes some of the most successful (and unsuccessful) women-oriented campaigns of all times '

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August 1, 2020 Edited by ImportBot import existing book
August 1, 2020 Edited by ImportBot import existing book
July 22, 2019 Edited by MARC Bot remove fake subjects
July 2, 2018 Edited by ImportBot import new book
December 9, 2009 Created by WorkBot add works page