"The serpent in the Garden of Eden knew it first. Marketers caught on centuries later. Women are the ones to reach."--Bernice Kanner

• Women control 88 percent of all purchases
• Women handle 75 percent of family finances
• 43 percent of those with assets over $500,000 are women
• One out of every 11 women in America owns a business

Women influence two-thirds of the 3 trillion dollars spent in the United States each year

Pocketbook Power reveals how female spending power has radically transformed the face of advertising and marketing over the past several decades, combining demographic and statistical information with eye-opening "tales from the trenches." Industry sector by industry sector, Kanner describes successful approaches that have been used to reach the lucrative female buyer--as well as the tactics to avoid.

Complete with expert advice on branding, subliminal advertising, and 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.