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

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

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Bibliographic Details
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ProQuest (Firm)
Brown, Mary, 1959-
TeilnehmendeR:
Orsborn, Carol.
ProQuest (Firm)
Year of Publication:2006
Language:English
Online Access:
Physical Description:xviii, 238 p. :; ill.
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Description
Other title:She's the emerging power consumer --
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 markeplace /
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 to women /
On why not to just shrink it and pink it /
On marketing to distinctions /
On marketing to Hispanic baby boomer women /
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 /
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 /
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" /
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 /
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 /
Bibliography:Includes bibliographical references (p. 225-228) and index.
ISBN:0814473903
9780814473900
Hierarchical level:Monograph
Statement of Responsibility: Mary Brown and Carol Orsborn ; foreword by Paco Underhill.

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