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

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

Editorial Reviews
Book Description
Marketing expert and bestsellingauthor Bernice Kanner combinesdemographics with tales from thetrenches to explore how the adworld responds to a female-dominatedmarketplace.

From the Back Cover

"The serpent in the Garden of Eden knew it first. Marketers caught on centuries later. Women are the ones to reach."--Bernice Kanner

• Women control 88 percent of all purchases
• Women handle 75 percent of family finances
• 43 percent of those with assets over $500,000 are women
• One out of every 11 women in America owns a business

Women influence two-thirds of the 3 trillion dollars spent in the United States each year

Pocketbook Power reveals how female spending power has radically transformed the face of advertising and marketing over the past several decades, combining demographic and statistical information with eye-opening "tales from the trenches." Industry sector by industry sector, Kanner describes successful approaches that have been used to reach the lucrative female buyer--as well as the tactics to avoid.