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Pocketbook power :how to reach the h...

Kanner, Bernice.

Pocketbook power :how to reach the hearts and minds of today's most coveted consumers--women /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Pocketbook power :Bernice Kanner.
Reminder of title:	how to reach the hearts and minds of today's most coveted consumers--women /
Author:	Kanner, Bernice.
Published:	New York :McGraw-Hill,2005, c2004.
Description:	x, 211 p. ;23 cm.
Notes:	Includes index.
Subject:	Women consumers.
ISBN:	007146218X (pbk.) :

Pocketbook power :how to reach the hearts and minds of today's most coveted consumers--women /
Kanner, Bernice.

Pocketbook power :how to reach the hearts and minds of today's most coveted consumers--women /Bernice Kanner. - 1st McGraw-Hill paperback ed. - New York :McGraw-Hill,2005, c2004. - x, 211 p. ;23 cm.

Includes index.

Part 1. Understanding the incredible purchasing power of women. -- What the snake knew: women are the ones to reach -- Women have changed the landscape -- What do women want? C.H.A.R.G.E. -- Finance: show them the money -- Wheels: in the driver's seat -- Health care: our bodies, ourselves -- Travel: comfort, cleanliness, and a good hair dryer -- Hope in a jar: the beauty biz -- Dressed to thrill -- Someone's in the kitchen with Dinah -- Technology: chips aren't just for baking -- Homes and homebase -- You throw like a girl -- When sales dip, men's products discover women. -- Part 2. How to unclasp the purse. -- Techniques for selling to women -- Humor: tickle me Elmo -- Sex or sensibility? -- Star power or girl next door? -- Cobrand or no brand -- The devil you know -- Noah's ark -- A word about subliminal advertising -- In the store -- A dozen tricks marketers play -- Don't even think it: a dozen ploys bound to backfire -- Gazing into the crystal ball.

ISBN: 007146218X (pbk.) :NT$505Subjects--Topical Terms:

235985
Women consumers.

LC Class. No.: HF5415.32 / .K16 2005

Pocketbook power :how to reach the hearts and minds of today's most coveted consumers--women /
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100 $a Kanner, Bernice. $3 245607
245 1 0 $a Pocketbook power : $b how to reach the hearts and minds of today's most coveted consumers--women / $c Bernice Kanner.
250 $a 1st McGraw-Hill paperback ed.
260 $a New York : $c 2005, c2004. $b McGraw-Hill,
300 $a x, 211 p. ; $c 23 cm.
500 $a Includes index.
505 0 $a Part 1. Understanding the incredible purchasing power of women. -- What the snake knew: women are the ones to reach -- Women have changed the landscape -- What do women want? C.H.A.R.G.E. -- Finance: show them the money -- Wheels: in the driver's seat -- Health care: our bodies, ourselves -- Travel: comfort, cleanliness, and a good hair dryer -- Hope in a jar: the beauty biz -- Dressed to thrill -- Someone's in the kitchen with Dinah -- Technology: chips aren't just for baking -- Homes and homebase -- You throw like a girl -- When sales dip, men's products discover women. -- Part 2. How to unclasp the purse. -- Techniques for selling to women -- Humor: tickle me Elmo -- Sex or sensibility? -- Star power or girl next door? -- Cobrand or no brand -- The devil you know -- Noah's ark -- A word about subliminal advertising -- In the store -- A dozen tricks marketers play -- Don't even think it: a dozen ploys bound to backfire -- Gazing into the crystal ball.
650 $a Women consumers. $3 235985
650 $a Marketing. $3 182957
650 $a Marketing $x Case studies. $3 209584
650 $a Consumer behavior. $3 185170