The Power of the Purse: How Smart Businesses Are Adapting to the World's Most Important Consumers-Women

Warner, Fara

ISBN 10: 0131855190 / ISBN 13: 9780131855199

Published by Pearson P T R, 2005

Book is in very good condition and may include minimal underlining highlighting. The book can also include "From the library of" labels. May not contain miscellaneous items toys, dvds, etc. . We offer 100% money back guarantee and 24 7 customer service. Seller Inventory # ZBV.0131855190.VG

Synopsis:

Women now drive some 80% of all buying decisions. By 2010, they'll account for half of America's private wealth: $13 trillion dollars. A few remarkable companies have learned how to refocus on women -- and, in so doing, have achieved truly stunning results. In The Power of the Purse, top journalist Fara Warner takes you behind the scenes at those companies, revealing how they did it -- and how you can, too. Unlike previous books on marketing to women, this one doesn't settle for generalities: it offers in-depth, start-to-finish case studies. Discover how McDonald's turned around its business by recognizing women as full-fledged consumers, not just 'Moms.' Learn how Kodak's digital camera business soared from fourth to first by recognizing women's importance as family 'memory makers'. See how P G built Swiffer into a cultural revolution, and how the diamond industry did the same for right-hand rings. Watch Bratz topple Barbie, Torrid create its enormously successful plus-size stores for teenagers, and Avon connect with a radically new generation of women. From Nike to Home Depot, each story is unique -- but in every case, these companies put women at the center of their strategies, and listened intently to what real women consumers were telling them. It's not about 'painting your products pink': it's about transforming the way you think about women. Do that, and you'll create products that sell better to everyone.

About the Author:

Fara Warner is currently a contributing writer to Fast Company. She has written extensively for The New York Times, Time Inc. Custom Publishing, and other national publications. Warner worked for three years as The Wall Street Journal's correspondent in Asia writing about advertising, marketing, media, and consumer trends; then moved to the Journal's Detroit bureau, where she specialized in e-commerce and its impact on the automotive industry. As senior writer for Fast Company, she wrote Nike's Women's Movement, an extraordinary behind-the-scenes look at how Nike transformed the way it sells to, designs for, and communicates with women.

Bibliographic Details

Title: The Power of the Purse: How Smart Businesses...
Publisher: Pearson P T R
Publication Date: 2005
Binding: Hardcover
Condition: very_good