The Power of the Purse by Fara Warner

"(Warner's) observations provide a great set of tools that can jump start a marketing plan."
-Cammie Dunaway, Chief Marketing Officer, Yahoo!

"...an engaging marketing primer..."
-Publishers' Weekly

"This book makes it clear that nothing short of a full transformation is required to reframe women consumers as the majority segment...."
-Carolyn Woo, Dean of the Mendoza College of Business, University of Notre Dame.

Fara Warner has written about marketing, advertising, and consumer trends for more than fifteen years for The Wall Street Journal, The New York Times, Fast Company, Brandweek, and other national publications. In 1995, she became a correspondent for The Wall Street Journal's Asian edition, covering consumer trends, media, and marketing in Asia from her base in Singapore. In 1998, she came to the Journal's Detroit bureau, where she covered e-commerce, marketing, and Ford Motor Co. In 2000, she joined Fast Company as a senior writer, where she wrote "Nike's Women's Movement," an in-depth look at how Nike transformed the way it sells to, designs for, and communicates with women. She holds a master's degree from Columbia University's Graduate School of Journalism and has been named the Howard R. Marsh Visiting Professor of Journalism at the University of Michigan's School of Communication Studies for 2006-2007. She will be teaching classes in journalism, focusing on trends in communications, press freedom and global media. She is a recipient of a 2006 Diamond Award from Women in Communications for her work illuminating women’s issues in the media. Fara lives in Ann Arbor, Michigan.

Hidden Dragons
BrandWeek

Fast Cities 2007 (Reporting by Fara Warner in Shanghai)
Fast Company

Made in China
Fast Company

Home Improvement
Forbes Asia

Tickle Me Barbie: Remaking An Icon
BrandWeek

DYNAMICS; Never Mind The Price of Gas, They Want Power
The New York Times (registration required)

Nike Women's Movement
Fast Company

The Biker Next Door; She's No Punk Rebel
The New York Times (registration required)

Yes, Women Spend (and Saw and Sand)
The New York Times (registration required)

How Google Searches Itself
Fast Company

Fara Warner – Author’s Book is on the Money
Detroit Free Press

What’s Working Today – Interview with Fara Warner
Business Jive (Audio file in .mp3 format)

Marketplace® Interview with Fara Warner
Marketplace (RealPlayer required)

WHAT WOMEN WANT: Female-friendly features appeal to men, too
By Sarah A. Webster
Detroit Free Press

Q&A with Fara Warner: The Power of the Purse
Chief Marketer

Tom Peter's Cool Friends Interview - Fara Warner
tompeters.com