Although Women drive some 80 percent of all buying decisions, only a few companies have learned to be focused on Women in the development of their strategic planning initiatives.

The new book, The Power of the Purse by Fara Warner indicates that by 2010, Women will account for half of America's private wealth: $13 trillion dollars. Very few companies have learned how to refocus on women -- and, in so doing, have achieved positive results. Targeting Women and Female business owners makes sense because this burgeoning market segment is growing by leaps and bounds.

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. You will discover how McDonald's turned around its business by recognizing women as full-fledged consumers, not just 'Moms' and how Kodak's digital camera business soared from fourth to first by recognizing Women's importance as family 'memory makers'.

You will also learn how Proctor & Gamble built the Swiffer brand into a cultural revolution, and how the diamond industry did the same for right-hand rings. Will Bratz topple Barbie? Are you aware of how Torrid is creating its enormously successful plus-size stores for teenagers, and how Avon is connecting with a radically new generation of Women? From Nike to Home Depot, each story is unique -- but in every case, these companies are putting Women at the center of their strategies, and listening intently to what real Women consumers are telling them. It's not about 'painting your products pink' ~ it is about transforming the way you think about Women and if you do that, and you'll create products that sell better to everyone.

Click here to learn about my Power of the Purse Marketing and Sales Consulting Strategies. Women now influence the vast majority of purchasing decisions—and every year, they gain direct control over trillions in new wealth. This is a little-understood market of unprecedented size and scope: one that few companies truly know how to reach. Empty slogans and superficial changes won't work.

The number of Women-owned businesses grew at twice the national rate for all private companies from 1997 to 2002, according tot he U.S. Census Bureau. My approach uses many of the concepts in this book.

Contact me to learn how my proven strategic consulting principles will help show you what will work for your business.

You can purchase The Power of The Purse by Fara Warner by clicking on the Book Icon above which will take you to Amazon.com.

Book Description

"Warner moves beyond theory and offers substantive case studies that should wake up any sane person—including males(!)—to the world's #1, largely untapped marketplace opportunity. There is no longer the faintest excuse for not marching quick time toward full-bore implementation."

—Tom Peters, bestselling author of In Search of Excellence, Re-Imagine!, and many other management classics

"The Power of the Purse combines insight with practical applications from the world's biggest brands on how to reach the economic force called 'women.' Most notable are the ten questions Warner suggests marketers ask themselves as a way to reinvent their brands, products, and services. The answers to these questions should put this book at the top of your reading list."

—Jack Trout, bestselling author of Positioning, The 22 Immutable Laws of Marketing, and many other marketing classics

"Women will tell you what they think when you ask them. Fara Warner lays out how easy asking can be, and how taking action on that insight can be the difference between success and failure."

—Michelle Cervantez, vice president of marketing, Mercedes-Benz USA

"Women represent the most complex, fragmented, and misunderstood consumer segment to target today. More than 80 percent of buying decisions are made by women. This book offers marketers refreshing and compelling insights into how to connect with women and tap into a tremendous market."

—Erich Joachimsthaler, founder and CEO of Vivaldi Partners and co-author of Brand Leadership

"Anyone trying to gain market share in a consumer products business will find The Power of the Purse a big "Aha!" delivering insight and inspiration. Fara Warner has recognized and documented an important demographic shift: individuals and family members are choosing to play to their strengths instead of following outdated traditional gender roles. The roles don't change: executive, homemaker, breadwinner, caregiver, athlete, cook, shopper, historian, financial manager, do-it-yourselfer, and so on. What has changed, which this book proves using examples that hit home, is that the roles are evolving to be gender-neutral. Smart marketing requires challenging, long-standing assumptions about who does the cooking and cleaning, who brings home the bacon, and what motivates them to buy. As this book shows, those who figure that out have a big opportunity to gain market share from those who don't."

—Donna Horton Novitsky, venture partner for Mohr, Davidow Ventures, and global entrepreneurial marketing lecturer, Stanford University

The Power of the Purse is an extraordinary behind-the-scenes look at how today's smartest companies are discovering the immense power of women consumers—and using it to achieve break-through results.

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