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Book Description

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.

Table of Contents

  1. Copyright
    1. Dedication
  2. Praise for The Power of the Purse
  3. Foreword
  4. About the Author
  5. Introduction
  6. 1. From Minority to Majority: Mcdonald's Discovers the Woman Inside the Mom
    1. Colliding with the Power of the Purse
    2. Finding the “Woman Inside the Mom”
    3. “Don't Launch and Leave”
    4. Going Forward
  7. 2. From Property to Partnerships: How The Home Depot Discovered Power Partners and Do-It-Herselfers
    1. From Property to Partners
    2. Finding Power Partners and Do-It-Herselfers
    3. “Our Stores Are a Little Schizophrenic”
  8. 3. From Drudgery to “Swiffering”: Procter & Gamble Cleans House
    1. Doing the Gender Flip
    2. From Drudgery to “Swiffering”
    3. Using Innovation to Get to the “End-State”
  9. 4. Diamonds and Dollars: How Two Industries Shattered the Myth of the White Knight
    1. Something Old, Something New
    2. Balancing the Left Hand with the Right Hand
    3. Shattering the Myth of the White Knight
    4. When a Majority Still Acts Like a Minority
  10. 5. Who's Behind the Viewfinder?: How Kodak Embraced Memory Makers
    1. Technology in Transformation
    2. Finding the Woman Behind the Viewfinder
    3. A Printer You Don't Have to Watch
    4. The Last Links in the “Chain of Pain”
  11. 6. Finding the Goddess: Nike's Marathon to Reach Women
    1. If You Let Me Play: Redefining Women and Sports
    2. Nike's “No Finish Line” Marathon Toward Women
    3. Forget Girly: Think Tough, But Feminine
  12. 7. A New Reflection in the Mirror: Avon Makes Its Mark
    1. Mirror, Mirror: What's the New Reflection of Beauty?
    2. Avon Makes Its Mark
    3. Creating the “Hook-Up”
  13. 8. Toppling Barbie: Bratz Predicts the Future
    1. Looking into the Future
    2. Listening to Girls, Not Their Moms
    3. What About the Boys . . . and Computers?
  14. 9. How To Put The Power Of The Purse To Work In Your Company
  15. Endnotes
    1. Chapter 1
    2. Chapter 2
    3. Chapter 3
    4. Chapter 4
    5. Chapter 5
    6. Chapter 6
    7. Chapter 7
    8. Chapter 8
    9. Chapter 9
  16. Selected Bibliography
  17. Acknowledgments