Boom : marketing to the ultimate power consumer--the baby boomer woman / / Mary Brown and Carol Orsborn ; foreword by Paco Underhill.
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Year of Publication: | 2006 |
Language: | English |
Online Access: | |
Physical Description: | xviii, 238 p. :; ill. |
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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 / |
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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. |