珠海科技学院图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

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

出版发行项:

New York : McGraw-Hill, c2004

ISBN:

0071418601

ISBN:

9780071418607 (alk. paper)

载体形态项:

x, 211 p. ; 24 cm

个人责任者:

Kanner, Bernice

论题主题:

Women consumers

论题主题:

Consumer behavior

论题主题:

Marketing

中图法分类号:

F713.55

一般附注:

Includes index

内容附注:

I: 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 -- II: 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

摘要附注:

"A marketing expert describes how female 'spending power' has changed the face of advertising and marketing over the last thirty years and uses first-hand accounts from advertisers and marketers to show how the apparel, health care, technology, and financial industries have been transformed by women." -- Publisher's description

豆瓣简介：