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

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

by Bernice Kanner
     
 

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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

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

Product Details

ISBN-13:
9780071457170
Publisher:
McGraw-Hill Education
Publication date:
04/22/2004
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
288
File size:
379 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.

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