BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
"""It's about time marketers realize that Boomer women can no longer be ignored in favor of younger consumers who don't even come close to have the buying power of these women. The authors bring clarity, insight, and focus to a misunderstood group of consumers, and offer solutions from marketers who are successfully tapping into this important consumer group.""-- Fara Warner, author, The Power of the Purse: How SmartCompanies Are Adapting to the World's Most Important Consumers--Women""Kudos to Mary Brown and Carol Orsborn for their compelling new book BOOM. They have hit the sweet spot of the luxury market: Boomer women who not only are the decision makers in 80 percent of important purchases but also sophisticated trend leaders shaping the future definition of luxury products and services. They've assembled a savvy group of contributors who share real-world knowledge in ways that luxury marketers can apply to the challenge of growing their respective businesses, revenues and loyalty of one of the most influential communities in today's marketplace. News luxury marketers can use. A must-read.""-- Gregory J. Furman, Founder & Chairman, The Luxury Marketing Council Worldwide (since 1994)""Mary Brown and Carol Orsborn have crafted a Swiss-knife aid for those committed to figuring out this huge market of more than 38 million women. BOOM gives you vital tools for opening up this market to whatever you are selling. Somehow, they talked top marketing officers in nearly 40 organizations into sharing some of their secrets -- a real plus for readers.-- David B. Wolfe, author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority""We've long understood the financial power of the consumer aged 40+; now BOOM shines a light on the Boomer woman as the power consumer, rather than a niche market. Kudos to the 40 marketing leaders whose insights and experiences create this guide to understanding and communicating with women 40+. This book is smart, easy to use, and prescriptive.""-- Tim Gibbon, President & CEO, JWT Specialized Communications/Mature Market Group"