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
Or split into 4x interest-free payments of 25% on orders over R50
Learn more
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
Imprint | McGraw-Hill Companies |
Country of origin | United States |
Release date | April 2004 |
Availability | Expected to ship within 10 - 15 working days |
First published | April 2004 |
Authors | Bernice Kanner |
Dimensions | 229 x 152 x 12mm (L x W x T) |
Format | Paperback - Trade |
Pages | 224 |
ISBN-13 | 978-0-07-173775-3 |
Barcode | 9780071737753 |
Categories | |
LSN | 0-07-173775-8 |