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

by Terri Whitesel

With four years of women's marketing history behind us, Fara Warner's must-read "The Power of the Purse" now takes us past the "could, should and what ifs" of marketing to women. Warner gives 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, among others. Also, read about 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.... cont'd

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