Boom : marketing to the ultimate power consumer--the baby boomer woman /

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Bibliographic Details
Author / Creator:	Brown, Mary, 1959-
Imprint:	New York : American Management Association, ©2006.
Description:	1 online resource (xviii, 238 pages) : illustrations
Language:	English
Subject:	Women consumers. Consumer behavior. Marketing. Baby boom generation. Baby boom generation. Consumer behavior. Marketing. Women consumers.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11146441

Hidden Bibliographic Details
Other authors / contributors:	Orsborn, Carol.
ISBN:	0814473903 9780814473900 0814429807 9780814429808 1281128465 9781281128461 9786611128463 6611128468
Digital file characteristics:	data file
Notes:	Includes bibliographical references (pages 225-228) and index. English.
Summary:	"Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more. One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the "boom" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women. But what is it that will make these women spend their money on your products? Meet Mary Brown and Carol Orsborn, whose exclusive business it is to find out what makes Baby-Boomer women tick -- and buy. With BOOM, they reveal the results of proprietary research that has helped their firm's five-star clients outclass the competition by reaching and resonating with this powerhouse demographic. BOOM brings together the insights of dozens of market leaders in a wide array of industries, insiders who have learned (sometimes the hard way) what works and what doesn't in the battle for the hearts and minds of the "ultimate power consumer." You will learn: How to increase your market share of today's most lucrative consumer demographic What your competition and other industry leaders are doing to reach Baby- Boomer women How to minimize the risks and maximize the potential of your efforts in this market How to find, interpret, and present information and statistics and build a strong business case to your colleagues, shareholders, company executives, and others Intelligence for making savvy decisions and communicating the clear message that your target customer wants to hear You'll also get the authors' exclusive Imago Diagnostic (ID) tool for identifying exactly what resonates with Boomer women, along with the Seven Things You Don't Know About Baby-Boomer Women (But Should). At the age when they are more financially comfortable than ever, Baby-Boomer women are now poised and energized to drive consumer markets to unbelievable new highs. With the eye-opening information and cutting-edge strategies in BOOM, your company will be set to enjoy an amazing ride to the top."--Publisher's website
Other form:	Print version: Brown, Mary, 1959- Boom. New York : American Management Association, ©2006 0814473903
Standard no.:	9780814473900

Table of Contents:

Foreword
Authors' Note
Acknowledgments
Introduction: She's the Emerging Power Consumer
Chapter 1. She's the Sweet Spot-: The New Demographic of Choice
On Marketing to Technology Optimists
On Marketing to Baby Boomer Women in Canada
On Baby Boomer Women and Experimentation
On Forging an Emotional Connection with Her
On Recognizing Her as a Driving Force in the Marketplace
Chapter 2. She's Complex-: Why There's No Such Thing as "The" Baby Boomer Woman
On Appealing to Her Values
On Getting Nostalgia Right
On the Difference Between Marketing to Men and Women
On Why Not to Just Shrink It and Pink It
On Marketing to Distinctions
On Marketing to Hispanic Baby Boomer Women
Chapter 3. She's Her Stage, Not Her Age-: Leveraging Her Life Transitions
On Playing Financial Catch Up
On Marketing to All Her Life Stages
On High Technology Marketing to Women
On the Power of Creating Brand Personas
Chapter 4. She's Motivated-: The 3-D View of Her
On Appealing to Her Psyche
On Embracing Both Her Demographic and Psychographic Drivers
On Aspiring at Midlife
On Banking on Women-Owned Businesses
On Her Quest for a Free Spirit
Chapter 5. 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
On Focusing on the "Why" vs. the "How"
On the Personal Shopper Approach to Technology
On Paying Attention to Details
On Business "Plus"
Chapter 6. She's Changing Channels-: Shaping the New Brandscape
On Harnessing the Power of Women's Solidarity
On Real Women Selling to Real Women
On Referential Not Deferential Marketing
On Delivering Beyond Expectations
On Staying Relevant for the Boomer Woman
Chapter 7. She's Waiting-: The Marketer's Call to Action
On Redressing the Misconceptions
On Getting Past Emotional Bias
On Moving Beyond the Holy Grail
On the Evolution of Marketing to the Baby Boomer Woman
Notes
Resources
Marketing to Women
Marketing to Baby Boomers
Marketing to Baby Boomer Women
Adult Development
Index
About the Authors

Boom : marketing to the ultimate power consumer--the baby boomer woman /

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