Boom : marketing to the ultimate power consumer--the baby boomer woman / Mary Brown and Carol Orsborn ; foreword by Paco Underhill.

Format:

Book

Author/Creator:

Brown, Mary, 1959-

Contributor:

Orsborn, Carol.

Language:

English

Subjects (All):

Women consumers.

Consumer behavior.

Marketing.

Baby boom generation.

Physical Description:

xviii, 238 p. : ill.

Edition:

1st ed.

Place of Publication:

New York : American Management Association, c2006.

Language Note:

English

System Details:

text file

Summary:

With Baby Boomer women spending over a trillion dollars a year, the days of 40+ women being ignored by marketers are numbered BOOM is a comprehensive guide to identifying, reaching and influencing these women. The book features insights and case histories from 40 top marketers, including executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more. Key features This is the only book on marketing to this specific demographic. Baby Boomers are the largest generational demographic today, and women not only outnumber men, but also influence as much as 80% of household purchase decisions Includes: The Eight Things You May Not Know About Boomer Women But Should, the Imago Diagnostic (ID), an assessment tool to help marketers identify what makes Baby Boomer women tick and more

Contents:

Introduction: She's the emerging power consumer

She's the sweet spot: the new demographic of choice. On marketing to technology optimists / Rose Rodd

On marketing to baby boomer women in Canada / Anne-Marie Caron

On baby boomer women and experimentation / Jan DeLyser

On forging an emotional connection with her / Kate Quinn

On recognizing her as a driving force in the markeplace / Amy Marentic

She's complex: why there's no such thing as "the" baby boomer woman. On appealing to her values / Joanne Sachse Mogren

On getting nostalgia right / Cindy Marshall

On the difference between marketing to men and to women / Caleb Mason

On why not to just shrink it and pink it / Fran Philip

On marketing to distinctions / Pepper Miller

On marketing to Hispanic baby boomer women / Isabel Valdes

She's her stage, not her age: leveraging her life transitions. On playing financial catch up / Lisa Caputo

On marketing to all her life stages / Wlliam D. Novelli

On high technology marketing to women / Gina Clark

On the power of creating brand personas / Claire Spofford

She's motivated: the 3-D view of her. On appealing to her psyche / Michael Bohn

On embracing both her demographic and psychographic drivers / Grant J. Schneider

On aspiring at midlife / Peggy Northrop, Brenda Saget Darling

On banking on women-owned businesses / Maria C. Coyne

On her quest for a free spirit / Federico Musi

She's in the driver's seat: she'll problem-solve her own way through the marketplace. On getting to the heart of the matter / Joe Teno

On focusing on the "why" vs. the "how" / Heidi Baker, Eden Jarrin

On the personal shopper approach to technology / Melissa McVicker

On paying attention to details / Kathy Moyer Dragon

On business "plus" / Anne Kelly

She's changing channels: shaping the new brandscape. On harnessing the power of women's solidarity / Adam Hicks

On real women selling to real women / Yvonne Saliba Pendleton

On referential not deferential marketing / Deborah Natansohn

On delivering beyond expectations / Rick Lovett

On staying relevant for the boomer woman / Ed Kinney

She's waiting: the marketer's call to action. On redressing the misconceptions / Dorothy Dowling

On getting past emotional bias / Christopher W. Bradley

On moving beyond the Holy Grail / Ira Mayer

On the evolution of marketing to the baby boomer woman / Lori Bitter.

Notes:

Title from title screen.

Digitized and made available by: Books24x7.com.

Includes bibliographical references (p. 225-228) and index.

ISBN:

9786611128463

9781281128461

1281128465

9780814429808

0814429807

OCLC:

815543561