Pocketbook Power

"Marketing expert Bernice Kanner takes a look at the way female spending power has forever changed the advertising/marketing landscape. Pocketbook Power reveals how industry professionals are responding to the female-dominated marketplace, marrying compelling demographic and statistical information with tales of canny approaches to product development and positioning, and of marketing prowess." "Complete with expert advice on branding, subliminal advertising, and looking toward future trends, Pocketbook Power is a must-read for advertising and marketing professionals who are determined to reach the hearts, minds - and ultimately, the wallets - of today's most coveted consumers."--BOOK JACKET.