| Description |
301 pages ; 20 cm |
| Contents |
Pt. 1. Understanding the incredible purchasing power of women -- 1. What the snake knew : women are the ones to reach -- 2. Women have changed the landscape -- 3. What do women want? : C.H.A.R.G.E. -- 4. Finance : show them the money -- 5. Wheels : in the driver's seat -- 6. Health care : our bodies, ourselves -- 7. Travel : comfort, cleanliness and a good hair dryer -- 8. Hope in a jar : the beauty biz -- 9. Dressed to thrill -- 10. Someone's in the kitchen with Dinah -- 11. Technology : chips aren't just for baking -- 12. Homes and homebase -- 13. You throw like a girl -- 14. When sales dip, men's products discover women -- Pt. 2. How to unclasp the purse -- 15. Techniques for selling to women -- 16. Humor : tickle me Elmo -- 17. Sex or sensibility? -- 18. Star power or girl next door? -- 19. Cobrand or no brand -- 20. The devil you know -- 21. Noah's ark -- 22. A word about subliminal advertising -- 23. In the store -- 24. A dozen tricks marketers play |
|
25. Don't even think it : a dozen ploys bound to backfire -- 26. Gazing into the crystal ball |
| Summary |
"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 |
| Analysis |
Great Britain Welfare state |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references |
| SUBJECT |
Commentary (C.D. Howe Institute). Social policy. http://id.loc.gov/authorities/names/n2009184526
|
| Subject |
Social policy.
|
|
Welfare economics.
|
|
Welfare state -- History.
|
|
Welfare state -- Great Britain.
|
|
Welfare state.
|
| SUBJECT |
Great Britain -- Social conditions -- 1945- http://id.loc.gov/authorities/subjects/sh85056945
|
|
United Kingdom -- Economic conditions -- 1945-1964.
http://id.loc.gov/authorities/subjects/sh98007542
|
|
United Kingdom -- Economic conditions -- 1964-1979.
http://id.loc.gov/authorities/subjects/sh98007086
|
|
United Kingdom -- Economic conditions -- 1979-1997.
http://id.loc.gov/authorities/subjects/sh98007088
|
|
Great Britain -- Social policy.
http://id.loc.gov/authorities/subjects/sh90001105
|
| LC no. |
87273316 |
| ISBN |
0140224114 |
|
