I: Understanding the incredible purchasing power of women
What the snake knew: women are the ones to reach
Women have changed the landscape
What do women want? C.H.A.R.G.E.
Finance: show them the money
Wheels: in the driver's seat
Health care: our bodies, ourselves
Travel: comfort, cleanliness, and a good hair dryer
Hope in a jar: the beauty biz
Someone's in the kitchen with Dinah
Technology: chips aren't just for baking
When sales dip, men's products discover women
II: How to unclasp the purse
Techniques for selling to women
Star power or girl next door?
A word about subliminal advertising
A dozen tricks marketers play
Don't even think it: a dozen ploys bound to backfire
Gazing into the crystal ball.
