Brown, Mary,  1959- <br/><br/>
Boom  marketing to the ultimate power consumer--the baby boomer woman /  [electronic resource] : 
Mary Brown and Carol Orsborn ; foreword by Paco Underhill. 
 - New York :  American Management Association,  c2006. 
 - xviii, 238 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. 225-228) and index. 
<br/><br/> 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 /  Rose Rodd --  Anne-Marie Caron --  Jan DeLyser --  Kate Quinn --  Amy Marentic --  Joanne Sachse Mogren --  Cindy Marshall --  Caleb Mason --  Fran Philip --  Pepper Miller --  Isabel Valdés --  Lisa Caputo --  Wlliam D. Novelli --  Gina Clark --  Claire Spofford --  Michael Bohn --  Grant J. Schneider --  Peggy Northrop, Brenda Saget Darling --  Maria C. Coyne --  Federico Musi --  Joe Teno --  Heidi Baker, Eden Jarrin --  Melissa McVicker --  Kathy Moyer Dragon --  Anne Kelly --  Adam Hicks --  Yvonne Saliba Pendleton --  Deborah Natansohn --  Rick Lovett --  Ed Kinney --  Dorothy Dowling --  Christopher W. Bradley --  Ira Mayer --  Lori Bitter.  Introduction: 
<br/><br/><br/>Electronic reproduction. <br/>Palo Alto, Calif. : <br/>ebrary, <br/>2009. <br/>Available via World Wide Web. <br/>Access may be limited to ebrary affiliated libraries. 
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Women consumers.<br/>Consumer behavior.<br/>Marketing.<br/>Baby boom generation.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HC79.C6  / B76 2006eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/34082