PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders

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Kaplan Pub., Jan 2, 2007 - Business & Economics - 320 pages
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Baby boomers are the largest and wealthiest demographic and at the peak of their spending power. What marketing and sales professionals might not realize is that the majority of this spending power is wielded by women ages 50–75. They are the healthiest, wealthiest, most educated, active, and influential generation of women in history. Marti Barletta, the premier expert on marketing to women, calls them PrimeTime Women™ because not only are they in the prime of their lives, they also are the prime target for most marketers.


In her new book PrimeTime Women™, Marti Barletta provides the only comprehensive resource on the market for readers searching for practical applications to get into the minds, souls, hearts, and wallets of this influential demographic. This hands-on approach delivers strategic thinking and tactical ideas geared toward understanding and leveraging this enormously influential market.




*      An inside look at what makes PrimeTime Women™ tick 

*      Never-before published research, developed in partnership with agency powerhouse DDB

*      Strategic thinking, planning, and tips from marketers who have successfully targeted PrimeTime Women™

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Marti Barletta follows up her earlier book “Marketing to Women” with an in-depth analysis and prescriptive approach to selling to the largest, most powerful market segment in the US: 50- to 70-year-old “PrimeTime Women.” Far from being an economically dormant audience of middle-aged or senior citizens, PrimeTime Women have come of age. They have money and the “moxie to spend it.” Barletta analyzes how the life-stage changes women undergo in midlife affect the ways you should market to them. She offers a generous toolbox of strategies and techniques to help you reach this audience through its “social values, life/time factors, decision styles and communication keys.” Her case studies illustrate how two companies integrate these sales principles with amazing results. Barletta often winks at her readers with wry parenthetical humor, and she sprinkles the conversation with lively consumer quotes. getAbstract highly recommends this worthy resource to marketers aiming for the hearts, minds and wallets of PrimeTime Women.
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About the author (2007)

Marti Barletta is the author of Marketing to Women and is the president of The TrendSight Group, a strategic marketing consultancy based in Chicago, focused on the largest, fastest-growing market in the world today: American women.  Marti is an internationally recognized expert on how to create successful marketing, sales, and recruiting programs that tap into the buying power of women consumers and business owners.  A magna cum laude graduate of Carleton College, Marti earned her M.B.A. from The Wharton Graduate School of Business in Philadelphia.  She is a guest lecturer at Northwestern University’s Kellog Graduate School of Management, and at the Illinois Institute of Technology’s Stuart Graduate School of Business.

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