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
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