xviii, 238 pages : illustrations ; 24 cm
Formatted Contents Note
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.
Bibliography, etc. Note
Includes bibliographical references (pages 225-228) and index.