marketing to the ultimate power consumer--the baby boomer woman Brown, Mary 1959- creator Orsborn, Carol. ebrary, Inc text bibliography Electronic books. nyu New York American Management Association c2006 2006 monographic eng

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xviii, 238 p. : ill. 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 Vald�es -- 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. Mary Brown and Carol Orsborn ; foreword by Paco Underhill. Includes bibliographical references (p. 225-228) and index. Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. Women consumers Consumer behavior Marketing Baby boom generation HC79.C6 B76 2006eb 658.8/34082 http://site.ebrary.com/lib/rucke/Doc?id=10196198 http://site.ebrary.com/lib/rucke/Doc?id=10196198 CaPaEBR 060324 ebr10196198