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The Power of the Purse: How Smart Businesses Are Adapting to the World's Most Important Consumers-Women

Women now drive some 80% of all buying decisions. By 2010, they’ll account for half of America’s private wealth: trillion dollars. A few remarkable companies have learned how to refocus on women — and, in so doing, have achieved truly stunning results. In The Power of the Purse, top journalist Fara Warner takes you behind the scenes at those companies, revealing how they did it — and how you can, too. Unlike previous books on marketing to women, this one doesn’t settle for generalities: it offers in-depth, start-to-finish case studies. Discover how McDonald’s turned around its business by recognizing women as full-fledged consumers, not just ‘Moms.’ Learn how Kodak’s digital camera business soared from fourth to first by recognizing w

The Power of the Purse: How Smart Businesses Are Adapting to the World’s Most Important Consumers-Women