Summary of The Power of the Purse

How Smart Businesses Are Adapting to the World's Most Important Consumers — Women

FT Prentice Hall, more...

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The Power of the Purse book summary
If you want to sell to women, avoid empty slogans and pink walls. Instead, research your market.


7 Overall

8 Applicability

7 Innovation

6 Style


This book combines the story of women’s new economic power with case studies that detail how major companies have revamped their marketing to target women customers. Author Fara Warner, a journalist, knows her beat. In fact, she sometimes gets carried away with the facts, and her style can be dry and predictable. Still, finds this book invaluable for marketers and people interested in women’s emerging economic clout, a major social and demographic trend. Warner provides specific advice that will help you avoid costly, time-consuming marketing mistakes as you pursue these crucial customers.

In this summary, you will learn

  • How companies successfully market to women; and
  • Which 10 questions can help you reorient your company’s marketing efforts to reach women.


Not Just Shopping
Since the U.S. economy relies heavily on consumer spending, marketing to women is critical. Studies show that women control 94% of the decisions to buy home furnishings, 91% of those about home sales, 51% about consumer electronics, and 60% about cars and trucks. On ...
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About the Author

Fara Warner has written about marketing for the Wall Street Journal, The New York Times, Fast Company, Brandweek and other national publications. She has a master’s degree from Columbia University and received a Knight-Wallace Fellowship at the University of Michigan.

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