Boom: Marketing to the Ultimate Power Consumer--the Baby Boomer Woman (Google eBook)

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AMACOM Div American Mgmt Assn, Jan 1, 2006 - Business & Economics - 256 pages
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With the 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.
  

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Contents

Shes the Emerging Power Consumer
1
Shes the Sweet SpotThe New Demographic of Choice
9
On Marketing to Technology Optimists
10
On Marketing to Baby Boomer Women in Canada
14
On Baby Boomer Women and Experimentation
22
On Forging an Emotional Connection with Her
31
On Recognizing Her as a Driving Force in the Marketplace
36
Shes ComplexWhy Theres No Such Thing as The Baby Boomer Woman
41
Shes in the Drivers SeatShell ProblemSolve Her Own Way Through the Marketplace
139
On Getting to the Heart of the Matter
143
On Focusing on the Why vs the How
148
On the Personal Shopper Approach to Technology
155
On Paying Attention to Details
160
On Business Plus
163
Shes Changing ChannelsShaping the New Brandscape
167
On Harnessing the Power of Womens Solidarity
172

On Appealing to Her Values
45
On Getting Nostalgia Right
48
On the Difference Between Marketing to Men and to Women
52
On Why Not to Just Shrink It and Pink It
54
On Marketing to Distinctions
57
On Marketing to Hispanic Baby Boomer Women
60
Shes Her Stage Not Her AgeLeveraging Her Life Transitions
65
On Playing Financial Catch Up
67
On Marketing to All Her Life Stages
71
On High Technology Marketing to Women
97
On the Power of Creating Brand Personas
101
Shes MotivatedThe 3D View of Her
105
On Appealing to Her Psyche
106
On Embracing Both Her Demographic and Psychographic Drivers
109
On Aspiring at Midlife
112
On Banking on WomenOwned Businesses
116
On Her Quest for a Free Spirit
134
On Real Women Selling to Real Women
174
On Referential Not Deferential Marketing
179
On Delivering Beyond Expectations
182
On Staying Relevant for the Boomer Woman
188
Shes WaitingThe Marketers Call to Action
199
On Redressing the Misconceptions
200
On Getting Past Emotional Bias
206
On Moving Beyond the Holy Grail
207
On the Evolution of Marketing to the Baby Boomer Woman
210
Notes
217
Resources
225
Marketing to Baby Boomers
226
Marketing to Baby Boomer Women
227
Index
229
About the Authors
237
Copyright

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About the author (2006)

Carol Orsborn (Nashville, TN) is a leading writer and spokesperson on the subject of success and spirit who has discussed her enlightened approach to career and life management on such shows as Oprah and The Today Show. She is the author of several books, including: Solved by Sunset, The Art of Resilience, and Return From Exile.

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