It wasn't that long ago that legendary adman David Ogilvy chided his peers for talking down to women. The consumer is not a moron; she's your wife. He berated those who ignored women or discounted them, misreading men's higher paychecks as spending power. not just buying, but also deciding what (or who politically) to buy, when and where to buy it (online, boutiques, department stores, mall) and how much to pay. Statistics compiled by the sales promotion agency Frankel & Co. and others show women now control more than 80 ...
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It wasn't that long ago that legendary adman David Ogilvy chided his peers for talking down to women. The consumer is not a moron; she's your wife. He berated those who ignored women or discounted them, misreading men's higher paychecks as spending power. not just buying, but also deciding what (or who politically) to buy, when and where to buy it (online, boutiques, department stores, mall) and how much to pay. Statistics compiled by the sales promotion agency Frankel & Co. and others show women now control more than 80 per cent of all purchases. They buy: 53 per cent of all stocks; 51 per cent of all sports equipment; 63 per cent of all personal computers; 47 per cent of all hardware and home improvement materials; 85 per cent of all toilet tissue; 90 per cent of all greeting cards. And experts predict that by 2020, women will control most of the money in America. the biggest consumer segment in the country. But their purchasing influence is far greater than their numerical superiority suggests. Women buy or influence two out of every three of the USD3 trillion spent in the U.S. each year -- on everything from car tires to cognac. Consequently, women are now wooed and pursued by the very marketers who once ignored them, a transformation the fairer sex has accomplished without activism The advertising powers that be have come to recognize the power that is through the most obvious and compelling evidence: the power of the pocketbook. entertaining look at the way female spending power has forever changed the advertising/marketing landscape. Kanner, who penned the award-winning weekly column for New York Magazine, On Madison Avenue, for 13 years and who is widely heralded as being on the pulse of the American consumer, reveals how the ad world is responding to the female-dominated marketplace and offers, via dozens of examples of campaigns that have worked and bombed, a road map to how to sell to women - today and tomorrow. Marrying compelling demographic and statistical information with tales of canny approaches to product development, positioning, marketing prowess, Pocketbook Power is organized around different market segments, including health, apparel, finance and technology. successfully reaching the lucrative female buyer - and the tactics to avoid. Overall, Pocketbook Power promises to be a compelling must-read for advertising and marketing professionals who are determined to reach the hearts, minds - and ultimately, the wallets - of today's most coveted consumer.
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Seller's Description:
Good. Ships from UK in 48 hours or less (usually same day). Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. 100% money back guarantee. We are a world class secondhand bookstore based in Hertfordshire, United Kingdom and specialize in high quality textbooks across an enormous variety of subjects. We aim to provide a vast range of textbooks, rare and collectible books at a great price. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. We provide a 100% money back guarantee and are dedicated to providing our customers with the highest standards of service in the bookselling industry.
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This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 400grams, ISBN: 9780071462181.
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PLEASE NOTE, WE DO NOT SHIP TO DENMARK. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Please note we cannot offer an expedited shipping service from the UK.
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Seller's Description:
PLEASE NOTE, WE DO NOT SHIP TO DENMARK. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Please note we cannot offer an expedited shipping service from the UK.
