机读格式显示(MARC)

• 000 02141cam a22003014a 4500

• 001 0000378694

• 003 OCoLC

• 005 20191125154600.0

• 008 031118s2004 nyu 001 0 eng

• 010 __ |a 2003025366

• 020 __ |a 0071418601

• 020 __ |a 9780071418607 (alk. paper)

• 035 __ |a (OCoLC)53483638 |z (OCoLC)55501977

• 040 __ |a DLC |c DLC |d YBM |d OCL |d BAKER |d BTCTA |d UQ1 |d YDXCP

• 042 __ |a pcc

• 090 __ |a F713.55/E56

• 093 __ |a F713.55 |2 5

• 100 1_ |a Kanner, Bernice

• 245 10 |a Pocketbook power : |b how to reach the hearts and minds of today's most coveted consumers--women / |c Bernice Kanner

• 260 __ |a New York : |b McGraw-Hill, |c c2004

• 300 __ |a x, 211 p. ; |c 24 cm

• 500 __ |a Includes index

• 505 0_ |a 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

• 520 __ |a "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

• 650 _0 |a Women consumers

• 650 _0 |a Consumer behavior

• 650 _0 |a Marketing

• 920 __ |a 222016 |z 1