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" Pocketbook power : "
Bernice Kanner
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BL
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| Record Number
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713441
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| Doc. No
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b535630
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| Main Entry
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Kanner, Bernice
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| Title & Author
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Pocketbook power : : how to reach the hearts and minds of today's most coveted consumers--women /\ Bernice Kanner
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| Publication Statement
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New York :: McGraw-Hill,, c2004
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| Page. NO
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x, 211 p. ;; 24 cm
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| ISBN
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0071418601
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: 9780071418607 (alk. paper)
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| Notes
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Includes index
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| Contents
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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
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| Abstract
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"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
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| Subject
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Consumer behavior
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| Subject
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Marketing
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Women consumers
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