Tuning into Mom: Understanding America's Most Powerful Consumer
“Tuning into Mom lives  up to its title’s promise by helping readers understand the mind-set of  moms. The authors “listened” to over 4,500 moms, capturing invaluable  insights for businesses, marketers, and researchers across a range of  consumer categories.As  a marketer to moms, it is critical to understand mom’s values and  attitudes. I can complement that understanding with the rich insights in  this book. I know you’ll find it just as valuable for your business,  whether it’s technology or textiles.”~ Brigette Wolf, Brand Manager, Global Oreo Innovation, Kraft Foods“With  more than twenty-five years of experience leading consumer-driven  businesses and brands in categories ranging from restaurants to  wireless, I know how important it is to capture the hearts and minds of  moms. Tuning into Momprovides a fresh perspective for brands  that recognize mom as an important purchaser or purchase influencer of  their goods and services. It will certainly stimulate new thinking and  generate category-specific creative solutions to better impact mom as a  consumer and influencer. It’s an important read for marketers in any  industry.”~ Mary N. Dillon, President and CEO, U.S. CellularA  very pragmatic and balanced blend of consumer and brand insights  coupled with the appropriate amount of data. It covers the spectrum of  “Mom for all Ages.” ~Jean-Marie Dolenc, General Manager, Hospital Pharmaceutical InternationalMarketing, Abbott Labs “As  a marketing executive who is challenged with finding pragmatic actions  in a highly competitive market, I value resources that provide deep,  foundational insights. WithTuning into Mom, Michal Clements  and Teri Lucie Thompson have delivered—pun intended—such a resource, a  first-born winner. The book proves a unique hypothesis about children’s  influence on moms’ buying behavior, and at the same time, reinforces to  all marketers the importance of targeting mom, the household CFO and  chief buyer.” ~ Pam El, Marketing Vice President, State Farm Insurance“Whether you’re a marketer, at an agency, or simply interested in understanding the most powerful force in the marketplace,Tuning into Mom by  Michal Clements and Teri Lucie Thompson give us a game-changing insight  that will unlock the potential for brands and businesses for years to  come. With fresh data and a savvy-smart approach, this book is a how-to  manual for creating demand today. But more than that, Michal and Teri  show us that when we understand mom, and create products and services  that meet her specific needs, we’re not only making the world better for  her, but for all those children and families she influences.” ~Dave Kissell, President and CEO, InStadium“Rich  insights, clever case studies, a fine blend of data and real customer  stories . . . What more could a marketer want? Fresh ideas on marketing  to moms based on the age of their children? Check!Tuning into Momdelivers  all this and more. Kudos to first-time authors Michal Clements and Teri  Lucie Thompson who really did their homework and have added to the  slow-growing body of knowledge around marketing to moms. Studying and  writing about gender-specific marketing for over twenty years, I gained  new insights in reading this book. You will too!” ~ Marti Barletta, author ofMarketing to Women, PrimeTime Women,andTrends: Recognize, Analyze, Capitalize“Tuning into Momis a timely field guide for marketing-driven organizations looking to  target mothers. The Theme Resource Guides provide laser focus to unique  mom segments and their priorities relative to products, and the case  studies beautifully illustrate how solid strategy and marketing  creativity come together.”~ Sarah Merz, CEO, FranklinCovey Products“Tuning into Momprovides  deep insight into the things that moms care about most for children of  different ages, as well as for themselves. Moms are making or  influencing decisions for their children well into adulthood. Marketers  should leverage the practical framework in this book to position their  products and services in the most relevant way to this powerful target  audience.”~ Karen R. Haefling, Chief Marketing and Communications Officer, KeyCorp“Brilliant. Methodical. Right on time. Tuning into Mom draws  on a robust body of comprehensive research and a never-ending stream of  marketing insights to provide an extraordinary view into the rich and  diverse landscape of moms in America. Michal Clements and Teri Lucie  Thompson profoundly illuminate the most effective ways for brands to  reach moms with relevant solutions and authentic messaging. I highly  recommend this path-breaking volume to any marketer that is committed to  taking a genuine brand leadership position within this powerful  segment.”~ Eddie R. Navarrete, Marketing Director, T-Mobile USA“One  of the most important axioms in marketing is to ‘control the pathways.’  It is the marketers’ imperative to understand who influences one’s  customers and make sure you are communicating to and targeting them as  well.Tuning into Momdoes an excellent job of explaining the  roles mothers play in the decisions of their families. The book will not  only allow the reader to understand this important market segment, but  will also challenge the reader to better understand how they can win in  the marketplace by “helping moms help their families.” I highly  recommend this book for college courses as well! It is in the same  league as classics likeWhy We Buy.”~ Tom Hayes, Ph.D., Professor of Marketing, Xavier University “Tuning into Momprovides fresh insight into the ongoing influence of moms on young  adults. From my experience, I also know that many moms are interested in  promoting wholesome eating for their children. For a casual dining  chain, this spells opportunity.Tuning into Momis a must-read  for agencies and clients that are looking for fresh thinking and new  ideas on how to capture the spending of mom, as well as her young adult  child.”~ Mark Gilley, Vice President, Consumer Insights, Darden Restaurants“As  a beauty writer and mother myself, I find the authors’ insights into  marketing to moms in both the real and virtual worlds right on target.  Their book,Tuning into Mom, offers great perspective on how  and where mothers shop for beauty and fashion and how their buying  habits, priorities, and sense of personal style shift as their children  grow and they move through different stages of motherhood.”~ Andrea Pomerantz Lustig, author ofHow to Look Expensiveand contributingbeauty editor ofGlamour Magazine“Marketing  and brand building can only be successful with deep understanding of  the target audience. Teri Lucie Thompson and Michal Clements have done a  spectacular job of peeling back the layers of the critical target  audience—moms—and providing the insights needed to effectively reach  them. A must-read for any marketer with moms on their mind,Tuning into Momis the engaging and enlightening book that will open your eyes to the mom possibilities for your brand.”~Donna Heckler, co-author ofThe Truth About Creating Brands People Love,Brand Strategy Lead, Ingersol-Rand