TY  - BOOK
AU  - Warner, Fara
TI  - The power of the purse: How smart business are adapting to the worlds most important consumers women
SN  - 9780131855199
U1  - 658.8342 
PY  - 2005///
CY  - New Delhi
PB  - Pearson / Prentice Hall
KW  - Women Consumer
KW  - Marketing
KW  - Psychological Aspect
KW  - Selling
KW  - Psychological Aspects
N1  -  	Foreword. About the Author. Introduction. 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. Endnotes. Selected Bibliography. Acknowledgments. Index
N2  -  Foreword. About the Author. Introduction. 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 Offers case studies that should wake up any sane person - including males(!) - to an untapped marketplace opportunity. There is no longer the faintest excuse for not marching quick time toward full-bore implementation
ER  -