Women pull the purse strings

Women now drive about 80% of all buying decisions, and by 2010, they'll account for half of America's private wealth: $13 trillion dollars. Pearson Prentice Hall's The Power of the Purse: How Smart Businesses Are Adapting to the World's Most Important Consumers-Women, offers in-depth case studies of how some companies have transformed the way they think about women, with profitable results. Author Fara Warner goes behind the scenes at McDonald's, Kodak, Nike, Home Depot, and others to show how putting women at the centre of marketing strategies can pay off handsomely.