Marketing the Fantasy

This new book covers the basic principles of entrepreneurship and how they have been applied by women seeking success in the beauty industry. It profiles pioneers in the industry who succeeded in creating the multi-billion dollar industry we know today. The text also profiles six businesses, and discusses issues in entrepreneurship as applied by the founders of these businesses. It also addresses some of the sociological aspects of the beauty industry as it seeks to solidify its place in the global economy through the use of techniques such as social media marketing.

This is an introductory textbook which could be used in undergraduate business or entrepreneurship courses, including Women and Entrepreneurship. It could also fit into the curriculum in a Women’s Studies program.