Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women [NOOK Book]

Overview

While women make up 52.1 percent of the U.S. population, they control two-thirds of the nation's 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 ...

See more details below
Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK 7.0
  • Samsung Galaxy Tab 4 NOOK 10.1
  • NOOK HD Tablet
  • NOOK HD+ Tablet
  • NOOK eReaders
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$13.99
BN.com price
(Save 43%)$24.95 List Price

Overview

While women make up 52.1 percent of the U.S. population, they control two-thirds of the nation's 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


Read More Show Less

Product Details

  • ISBN-13: 9780071457170
  • Publisher: McGraw-Hill Education
  • Publication date: 4/1/2004
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 288
  • File size: 363 KB

Meet the Author

Bernice Kanner (New York, NY) is a marketing expert with Bloomberg L.P., a columnist for ScreamingMedia, and a regular contributor to Oxygen.com. She has appeared as a marketing expert on "CBS Morning News," ABC, and ESPN, and from 1981 through 1994, she wrote the award-winning "On Madison Avenue" column appearing in New York Magazine.

Read More Show Less

Table of Contents

Pt. 1 Understanding the incredible purchasing power of women 1
1 What the snake knew : women are the ones to reach 3
2 Women have changed the landscape 13
3 What do women want? : C.H.A.R.G.E. 21
4 Finance : show them the money 31
5 Wheels : in the driver's seat 39
6 Health care : our bodies, ourselves 51
7 Travel : comfort, cleanliness and a good hair dryer 61
8 Hope in a jar : the beauty biz 67
9 Dressed to thrill 75
10 Someone's in the kitchen with Dinah 83
11 Technology : chips aren't just for baking 93
12 Homes and homebase 105
13 You throw like a girl 113
14 When sales dip, men's products discover women 119
Pt. 2 How to unclasp the purse 129
15 Techniques for selling to women 131
16 Humor : tickle me Elmo 151
17 Sex or sensibility? 155
18 Star power or girl next door? 159
19 Cobrand or no brand 165
20 The devil you know 169
21 Noah's ark 175
22 A word about subliminal advertising 179
23 In the store 181
24 A dozen tricks marketers play 185
25 Don't even think it : a dozen ploys bound to backfire 189
26 Gazing into the crystal ball 199
Index 205
Read More Show Less

Customer Reviews

Average Rating 5
( 2 )
Rating Distribution

5 Star

(2)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted October 13, 2004

    Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women

    Women not only rule the roost, they control its purse strings. In an economy 75% driven by individual consumer spending, women make decisions that affect 88% of all purchases and control almost half of all the households with assets of more than $500,000. The results of marketing research data show, in staggering and unequivocal terms, that women are the dominant demographic and financial engine behind the U.S. economy. The first half of author Bernice Kanner's book focuses on women's impact on various industries. The book¿s second half notes failed campaigns and explains what kind of marketing appeals to women. Despite its overwhelming reliance on marketing data, this book suffers from mixing the differences and similarities between the genders. At times the distinctions are clear, but often the differences get blurred. This extremely informative book would have benefited from tighter editing to make it less jumbled. Still we think marketing and advertising executives can use this book to avoid chauvinist marketing pitfalls, adjust to changing demographics and more effectively draw female consumers to their clients' products.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted September 16, 2004

    Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women

    Women not only rule the roost, they control its purse strings. In an economy 75% driven by individual consumer spending, women make decisions that affect 88% of all purchases and control almost half of all the households with assets of more than $500,000. The results of marketing research data show, in staggering and unequivocal terms, that women are the dominant demographic and financial engine behind the U.S. economy. The first half of author Bernice Kanner's book focuses on women's impact on various industries. The book¿s second half notes failed campaigns and explains what kind of marketing appeals to women. Despite its overwhelming reliance on marketing data, this book suffers from mixing the differences and similarities between the genders. At times the distinctions are clear, but often the differences get blurred. This extremely informative book would have benefited from tighter editing to make it less jumbled. Still, we think marketing and advertising executives can use this book to avoid chauvinist marketing pitfalls, adjust to changing demographics and more effectively draw female consumers to their clients' products.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing all of 2 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)