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

"Women 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 an...

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Detalles Bibliográficos
Clasificación:	Libro Electrónico
Autor principal:	Brown, Mary, 1959-
Otros Autores:	Orsborn, Carol
Formato:	Electrónico eBook
Idioma:	Inglés
Publicado:	New York : American Management Association, ©2006.
Temas:	Women consumers. Consumer behavior. Marketing. Baby boom generation. Marketing Consommatrices. Consommateurs > Comportement. Génération du baby-boom. marketing. BUSINESS & ECONOMICS > Marketing > Research. Baby boom generation Consumer behavior Women consumers Consommateurs > Attitudes.
Acceso en línea:	Texto completo (Requiere registro previo con correo institucional)

Tabla de Contenidos:

Introduction: She's the emerging power consumer
She's the sweet spot: the new demographic of choice. On marketing to technology optimists / Rose Rodd
On marketing to baby boomer women in Canada / Anne-Marie Caron
On baby boomer women and experimentation / Jan DeLyser
On forging an emotional connection with her / Kate Quinn
On recognizing her as a driving force in the markeplace / Amy Marentic
She's complex: why there's no such thing as "the" baby boomer woman. On appealing to her values / Joanne Sachse Mogren
On getting nostalgia right / Cindy Marshall
On the difference between marketing to men and to women / Caleb Mason
On why not to just shrink it and pink it / Fran Philip
On marketing to distinctions / Pepper Miller
On marketing to Hispanic baby boomer women / Isabel Valdés
She's her stage, not her age: leveraging her life transitions. On playing financial catch up / Lisa Caputo
On marketing to all her life stages / Wlliam D. Novelli
On high technology marketing to women / Gina Clark
On the power of creating brand personas / Claire Spofford
She's motivated: the 3-D view of her. On appealing to her psyche / Michael Bohn
On embracing both her demographic and psychographic drivers / Grant J. Schneider
On aspiring at midlife / Peggy Northrop, Brenda Saget Darling
On banking on women-owned businesses / Maria C. Coyne
On her quest for a free spirit / Federico Musi
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 / Joe Teno
On focusing on the "why" vs. the "how" / Heidi Baker, Eden Jarrin
On the personal shopper approach to technology / Melissa McVicker
On paying attention to details / Kathy Moyer Dragon
On business "plus" / Anne Kelly
She's changing channels: shaping the new brandscape. On harnessing the power of women's solidarity / Adam Hicks
On real women selling to real women / Yvonne Saliba Pendleton
On referential not deferential marketing / Deborah Natansohn
On delivering beyond expectations / Rick Lovett
On staying relevant for the boomer woman / Ed Kinney
She's waiting: the marketer's call to action. On redressing the misconceptions / Dorothy Dowling
On getting past emotional bias / Christopher W. Bradley
On moving beyond the Holy Grail / Ira Mayer
On the evolution of marketing to the baby boomer woman / Lori Bitter.

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

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