BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman

Product DescriptionForeword by Paco UnderhillWith Baby Boomer women spending well over a trillion dollars a year on goods and services, the days of women 40+ being ignored by marketers are numbered. Overthrowing stereotypes of aging, the groundswell of awareness is no less than a marketing revolution.BOOM is a comprehensive guide to identifying, reaching and influencing Baby Boomer 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. The authors, experts in marketing to this demographic, present insider intelligence that includes:* proprietary research that will give a competitive edge to companies seeking new, expanded consumer markets* the Imago Diagnostic ("ID") -- a motivational assessment tool to help identify what makes Baby Boomer women tick* easy-to-use charts correlating ages to life stages and generational influences* the "Eight Things You May Not Know About Boomer Women -- But Should"BOOMs practical resources combine to reveal an essential truth about Baby Boomer women: they are more than a niche market. In many cases, they are the marketplace itself.Review"""It's about time marketers realize that Boomer women can no longer be ignored in favor of younger consumers who don't even come close to have the buying power of these women. The authors bring clarity, insight, and focus to a misunderstood group of consumers, and offer solutions from marketers who are successfully tapping into this important consumer group.""-- Fara Warner, author, The Power of the Purse: How SmartCompanies Are Adapting to the World's Most Important Consumers--Women""Kudos to Mary Brown and Carol Orsborn for their compelling new book BOOM. They have hit the sweet spot of the luxury market: Boomer women who not only are the decision makers in 80 percent of important purchases but also sophisticated trend leaders shaping the future definition of luxury products and services. They've assembled a savvy group of contributors who share real-world knowledge in ways that luxury marketers can apply to the challenge of growing their respective businesses, revenues and loyalty of one of the most influential communities in today's marketplace. News luxury marketers can use. A must-read.""-- Gregory J. Furman, Founder & Chairman, The Luxury Marketing Council Worldwide (since 1994)""Mary Brown and Carol Orsborn have crafted a Swiss-knife aid for those committed to figuring out this huge market of more than 38 million women. BOOM gives you vital tools for opening up this market to whatever you are selling. Somehow, they talked top marketing officers in nearly 40 organizations into sharing some of their secrets -- a real plus for readers.-- David B. Wolfe, author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority""We've long understood the financial power of the consumer aged 40+; now BOOM shines a light on the Boomer woman as the power consumer, rather than a niche market. Kudos to the 40 marketing leaders whose insights and experiences create this guide to understanding and communicating with women 40+. This book is smart, easy to use, and prescriptive.""-- Tim Gibbon, President & CEO, JWT Specialized Communications/Mature Market Group"Book Description"Foreword by Paco UnderhillWomen 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 pr
Author: Orsborn Ph.D., Carol

Publisher: AMACOM

Binding: Hardcover

Language: English

ISBN-10: 0814473903

ISBN-13: 9780814473900