Synopses & Reviews
Women now drive some 80% of all buying decisions. By 2010, they'll account for half of America's private wealth: $13 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 women's importance as family 'memory makers'. See how P G built Swiffer into a cultural revolution, and how the diamond industry did the same for right-hand rings. Watch Bratz topple Barbie, Torrid create its enormously successful plus-size stores for teenagers, and Avon connect with a radically new generation of women. From Nike to Home Depot, each story is unique -- but in every case, these companies put women at the center of their strategies, and listened intently to what real women consumers were telling them. It's not about 'painting your products pink': it's about transforming the way you think about women. Do that, and you'll create products that sell better to everyone.
About the Author
Fara Warner is currently a contributing writer to Fast Company. She has written extensively for The New York Times, Time Inc. Custom Publishing, and other national publications. Warner worked for three years as The Wall Street Journal's correspondent in Asia writing about advertising, marketing, media, and consumer trends; then moved to the Journal's Detroit bureau, where she specialized in e-commerce and its impact on the automotive industry. As senior writer for Fast Company, she wrote Nike's Women's Movement, an extraordinary behind-the-scenes look at how Nike transformed the way it sells to, designs for, and communicates with women.
Table of Contents
About the Author.
1. From Minority to Majority.
McDonald's Discovers the Woman Inside the Mom
2. From Property to Partnerships.
How The Home Depot Discovered Power Partners and Do-It-Herselfers
3. From Drudgery to "Swiffering".
Procter & Gamble Cleans House
4. Diamonds and Dollars.
How Two Industries Shattered the Myth of the White Knight
5. Who's Behind the Viewfinder.
How Kodak Embraced Memory Makers
6. Finding the Goddess.
Nike's Marathon to Reach Women
7. A Reflection in the Mirror.
Avon Makes Its Mark
8. Toppling Barbie.
Bratt Predicts the Future
9. How to Put the Power of the Purse to Work in Your Company.