Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women (Paperback) (ISBN-13: 9780071737753)

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