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Power of the Purse : How Smart Businesses Are Adapting to the World's Most Important Consumers-Women by Fara Warner (2005, Hardcover)

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About this product

Product Identifiers

PublisherPearson Education

ISBN-100131855190

ISBN-139780131855199

eBay Product ID (ePID)46871676

Product Key Features

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

Number of Pages240 Pages

LanguageEnglish

TopicMarketing / General, Consumer Behavior

Publication Year2005

GenreBusiness & Economics

AuthorFara Warner

FormatHardcover

Dimensions

Item Height0.9 in

Item Weight15.2 Oz

Item Length9.1 in

Item Width6.2 in

Additional Product Features

Intended AudienceTrade

LCCN2005-926100

TitleLeadingThe

Dewey Edition0

Dewey Decimal658.8

Table Of ContentForeword. About the Author. Introduction. 1. From Minority to Majority. McDonald's Discovers the Woman Inside the Mom 2. From Property to Partnerships. How The Home Depot Discovered Power Partners and Do-It-Herselfers 3. From Drudgery to "Swiffering". Procter & Gamble Cleans House 4. Diamonds and Dollars. How Two Industries Shattered the Myth of the White Knight 5. Who's Behind the Viewfinder. How Kodak Embraced Memory Makers 6. Finding the Goddess. Nike's Marathon to Reach Women 7. A Reflection in the Mirror. Avon Makes Its Mark 8. Toppling Barbie. Bratt Predicts the Future 9. How to Put the Power of the Purse to Work in Your Company. Endnotes. Selected Bibliography. Acknowledgments. Index.

SynopsisTaking behind the scenes at those remarkable companies who have learned how to refocus on women and revealing how they did it, this work presents the case studies giving tips for audience. It talks about McDonald's turn around, Kodak's digital camera business; how P G built Swiffer cultural revolution; and, the diamond industry., Although women drive some 80 percent of all buying decisions, only a few companies have learned to refocus on women and achieve stunning results. Case studies on McDonald's, Kodak, Swiffer, DeBeers', Nike, Home Depot, Levitra, and Cialis are included., 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'. 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., 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.

LC Classification NumberHF5415