Boom: Marketing to the Ultimate Power Consumer-the Baby Boomer Woman
by
Mary Brown - Carol Orsborn
Document sans titre
With Baby Boomer women spending
well over a trillion dollars a year on goods and services, the days of women 40+
being ignored by marketers are numbered. Overthrowing stereotypes of aging, the
groundswell of awareness is no less than a marketing revolution.
BOOM is a comprehensive guide to identifying, reaching and influencing
Baby Boomer 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. The authors, experts in marketing to this demographic,
present insider intelligence that includes:
* proprietary research that will give a competitive edge to
companies seeking new, expanded consumer markets
* the Imago Diagnostic ("ID") -- a motivational assessment tool to
help identify what makes Baby Boomer women tick
* easy-to-use charts correlating ages to life stages and generational influences
* the "Eight Things You May Not Know About Boomer Women -- But Should"
BOOM’s practical resources combine to reveal an essential
truth about Baby Boomer women: they are more than a niche market. In many cases,
they are the marketplace itself.
About the Author
Mary Brown (Portland, ME) is President and Creative Director of Imago Creative,
the only strategic marketing firm in the U.S. specializing exclusively in helping
companies internationally reach women of the Baby Boom generation. Carol Orsborn,
Ph.D. (Portland, ME) is Research Associate with UCLA and Senior Partner with
Imago Creative.
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