The Power of the Purse: How Smart Businesses are Adapting to the World's Most Important Consumers-- WomenWomen 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. |
Contents
Chapter | 1 |
Finding the Woman Inside the Mom | 11 |
Going Forward | 21 |
Copyright | |
16 other sections not shown
Other editions - View all
The Power of the Purse: How Smart Businesses Are Adapting to the World's ... Fara Warner No preview available - 2009 |
Common terms and phrases
advertising Avon Avon's AXA Financial Barbie beauty become began brand Brandi Chastain Bratz campaign Cialis clean clothes colors company's create DeBeers decades demographic designed diamond digital camera dolls driven EasyShare economic executives fashion Fast Company featured female feminine focus groups focused gender growing number Happy Meal Home Depot home improvement ideas increasingly inside insight Internet Kodak Larian says launched Levitra listening lives look majority male marriage Mattel McDonald's menu MGA Entertainment million moms moved Napier needed Nike Goddess Nike's overhaul past percent play Procter & Gamble reaching women renovation retailers rings salads Schaeffer says sexuality sexy shift soccer social stereotypes strategy sumers Swiffer talk television traditional roles trends Viagra Wall Street Journal woman Women and Company women consumers women want women's market young women