An Insider's Look at Marketing to Women: Lessons Learned from Home Depot, McDonald's, Nike...

In 2000, Faith Popcorn started the women's marketing revolution. With EVEolution, she introduced the world to the growing power of the female consumer. In 2003, the first genre of marketing-to-women books arrive on the bookstand, each one espousing the "Marketing to Women" mantra, and providing insights into how companies could win their share of this lucrative market.

With four years of women's marketing history behind us, Fara Warner's The Power of the Purse: (How Smart Businesses are Adapting to the World's Most Important Consumer—Women) (Prentice Hall, 2005) now takes us past the could, should and what ifs of marketing to women. She gives her readers an insider's look into the planning, execution, and results of transformational programs undertaken at McDonald's, Home Depot, Procter & Gamble, DeBeers Group, Kodak, Nike and Avon.

Warner also provides insight into the perils that a top brand can face when it fails to really listen to the changing trends affecting women's self-perception—in this case, the dethroning of Barbie by the newcomer Bratz doll.

Meticulously researched, each case study takes you from internal-mindset upheaval through operational transformation, and ultimately to a total refocus on the women's market. Moving from minority to majority, today's women have evolved into a key driver of innovation and increased market, profit, and brand-share growth.

So how did these companies accomplish what they did? Are there common learning threads that weave throughout these disparate industries? The Power of the Purse brings to light critical questions and outlines the steps and changes that these pioneering companies took as they learned how to truly become women-centric.

A look at some of the top questions posed and each company's approach provides strategic insight for businesses, executives, and board members struggling to win the heart, loyalty, and business of today's woman.

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Terri Whitesel is the founder and chief translator of Interpret-Her, LLC. Reach her at terri@interpret-her.com.