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

FLAP COPY] "The serpent in the Garden of Eden knew it first. Marketers caught on centuries later. Women are the ones to reach."--Bernice Kanner Not too long ago, legendary adman David Ogilvy chided his peers for talking down to women. He berated those who ignored women or discounted them, misconstruing men's higher paychecks to mean greater spending clout. And he was right. According to the Bureau of Economic Analysis, women--who comprise just over 51 percent of the U.S. population, making them the largest consumer segment in the country--control "six trillion dollars in buying power annually. Statistics show that women make 88 percent of all U.S. retail purchases. Some experts even predict that, by 2020, women will control most of the money in America. Now, noted marketing expert Bernice Kanner takes an eye-opening 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 apparel i nike tennis womens and statistical information with tales of canny approaches to product development apparel i nike tennis womens and positioning, apparel i nike tennis womens and of marketing prowess. As the roles apparel i nike tennis womens and attitudes of women evolve, they're creating extraordinary opportunities for savvy marketers who can come up with new ways to reach them. Kanner provides a detailed road map for selling to women, highlighting a myriad of approaches apparel i nike tennis womens and techniques organized around different market segments, from health apparel i nike tennis womens and apparel to finance apparel i nike tennis womens and technology.
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