Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Women

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The book delves into the significant impact of women's spending power on advertising and marketing, highlighting that they control a substantial portion of disposable income in the U.S. Bernice Kanner, a noted marketing expert, combines demographic insights with engaging anecdotes to illustrate how the advertising industry has adapted to cater to a female-dominated market. By examining various sectors such as apparel, finance, and technology, she reveals successful strategies employed to engage women consumers effectively.