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BOOM: Marketing to the Ultimate Power Consumer - The Baby-Boomer Woman

作者: Mary Brown 著 , Carol Orsborn 著

出版社: Mcgraw-Hill

出版时间: 2006-09

ISBN: 9780814473900

定价: 269.30

装帧: 精装

页数: 256页

正文语种: 英语

分类: 外文古旧书>英文书>经济

"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.
One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the ""boom"" years, and inheritances from parents or husbands, they are more financially empowered than any ... "Mary Brown is President and Creative Director at Portland, Maine–based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country’s top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women. Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry’s highest award, the Silver Anvil." "Foreword by Paco Underhill xiii
Authors’ Note xvi
Acknowledgments xvii
Introduction: She’s the Emerging Power Consumer 1
CHAPTER ONE: She’s the Sweet Spot -- The New Demographic of Choice 9
Contributing Authors:
On Marketing to Technology Optimists
Rose Rodd, Director of Corporate Marketing
Palm, Inc. 10
On Marketing to Baby Boomer Women in Canada
Anne-Marie Caron, Marketing Manager
Liz Claiborne Canada, Yzza, and Sigrid Olsen Canada 14
On Baby Boomer Women and Experimentation
Jan DeLyser, Vice President of Marketing
California Avocado Commission 22
On Forging an Emotional Connection with Her
Kate Quinn, Vice President, Marketing Strategy & Insights
WellPoint 31
On Recognizing Her as a Driving Force in the Marketplace
Amy Marentic, Large Car and Crossover Product Marketing and
Planning Manager
Ford Motor Company 36
CHAPTER TWO: She’s Complex --
Why There’s No Such Thing as ‘‘The’’ Baby Boomer Woman 41
Contributing Authors:
On Appealing to Her Values
Joanne Sachse Mogren, Vice President of Merchandising/Apparel Division
Garnet Hill 45
On Getting Nostalgia Right
Cindy Marshall, Director of Marketing
The Vermont Country Store 48
On the Difference Between Marketing to Men and Women
Caleb Mason, Director of Corporate Marketing
DeLorme 52
On Why Not to Just Shrink It and Pink It
Fran Philip, Chief Merchandising Officer
L.L. Bean 54
On Marketing to Distinctions
Pepper Miller, President
The Hunter-Miller Group 57
On Marketing to Hispanic Baby Boomer Women
Isabel Valde′s, President
Isabel Valde′s Consulting, IVC 60
CHAPTER THREE: She’s Her Stage, Not Her Age --
Leveraging Her Life Transitions 65
Contributing Authors:
On Playing Financial Catch Up
Lisa Caputo, President and CEO, Women & Co., and Chief
Marketing, Advertising, and Community Relations Officer, Global
Consumer Group
Citigroup 67
On Marketing to All Her Life Stages
William D. Novelli, Chief Executive Officer
AARP 71
On High Technology Marketing to Women
Gina Clark, Vice President of Internet Communications, Product
Marketing
Logitech 97
On the Power of Creating Brand Personas
Claire Spofford, Senior Vice President Marketing and Retail
Appleseed’s 101
CHAPTER FOUR: She’s Motivated --
The 3-D View of Her 105
Contributing Authors:
On Appealing to Her Psyche
Michael Bohn, Director of Brand Marketing (Bosch, Siemens, Thermador,
Gaggenau)
BSH Home Appliances Corporation 106
On Embracing Both Her Demographic and Psychographic Drivers
Grant J. Schneider, Chief Marketing Officer, Corporate Sales and
Marketing
Time Inc. 109
On Aspiring at Midlife
Peggy Northrop, Editor-in-Chief
Brenda Saget Darling, Publisher
More Magazine 112
On Banking on Women-Owned Businesses
Maria C. Coyne, Executive Vice President, Key4Women and SBA
KeyBank National Association 116
On Her Quest for a Free Spirit
Federico Musi, Vice President of Marketing (Piaggio, Vespa, and Moto
Guzzi)
Piaggio Group Americas 134
CHAPTER FIVE: She’s in the Driver’s Seat --
She’ll Problem-Solve Her Own Way Through the Marketplace 139
Contributing Authors:
On Getting to the Heart of the Matter
Joe Teno, President
Athleta 143
On Focusing on the ‘‘Why’’ vs. the ‘‘How’’
Heidi Baker, Chief Jane Officer
Eden Jarrin, Chief Executive Officer
Be Jane, Inc. 148
On the Personal Shopper Approach to Technology
Melissa McVicker, Director, Global Communications Group
Intel 155
On Paying Attention to Details
Kathy Moyer Dragon, Founder
The Dragon’s Path
ActiveWomen.com 160
On Business ‘‘Plus’’
Anne Kelly, President
Junonia 163
CHAPTER SIX : She’s Changing Channels --
Shaping the New Brandscape 167
Contributing Authors:
On Harnessing the Power of Women’s Solidarity
Adam Hicks, Vice President, Marketing and Communications
CARE (Cooperative for Assistance and Relief Everywhere,
Inc.) 172
On Real Women Selling to Real Women
Yvonne Saliba Pendleton, Director of Corporate Heritage and Corporate
Communication
Mary Kay, Inc. 174
On Referential Not Deferential Marketing
Deborah Natansohn, President and Chief Operating Officer
Seabourn Cruise Line 179
On Delivering Beyond Expectations
Rick Lovett, President
H2O Wear 182
On Staying Relevant for the Boomer Woman
Ed Kinney, Vice President, Corporate Affairs and Brand Awareness
Marriott Vacation Club International 188
CHAPTER SEVEN: She’s Waiting --
The Marketer’s Call to Action 199
Contributing Authors:
On Redressing the Misconceptions
Dorothy Dowling, Senior Vice President of Marketing
Best Western International 200
On Getting Past Emotional Bias
Christopher W. Bradley, President and Chief Executive Officer
Cuddledown Inc. 206
On Moving Beyond the Holy Grail
Ira Mayer, President and Publisher, Marketing to Women
EPM Communications 207
On the Evolution of Marketing to the Baby Boomer Woman
Lori Bitter, Partner and Business Development Director
J. Walter Thompson, Mature Market Group 210
Notes 217
Resources 225
Marketing to Women 225
Marketing to Baby Boomers 226
Marketing to Baby Boomer Women 227
Adult Development 227
Index 229
About the Authors 237"
内容简介:
"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.
One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the ""boom"" years, and inheritances from parents or husbands, they are more financially empowered than any ...
作者简介:
"Mary Brown is President and Creative Director at Portland, Maine–based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country’s top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women. Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry’s highest award, the Silver Anvil."
目录:
"Foreword by Paco Underhill xiii
Authors’ Note xvi
Acknowledgments xvii
Introduction: She’s the Emerging Power Consumer 1
CHAPTER ONE: She’s the Sweet Spot -- The New Demographic of Choice 9
Contributing Authors:
On Marketing to Technology Optimists
Rose Rodd, Director of Corporate Marketing
Palm, Inc. 10
On Marketing to Baby Boomer Women in Canada
Anne-Marie Caron, Marketing Manager
Liz Claiborne Canada, Yzza, and Sigrid Olsen Canada 14
On Baby Boomer Women and Experimentation
Jan DeLyser, Vice President of Marketing
California Avocado Commission 22
On Forging an Emotional Connection with Her
Kate Quinn, Vice President, Marketing Strategy & Insights
WellPoint 31
On Recognizing Her as a Driving Force in the Marketplace
Amy Marentic, Large Car and Crossover Product Marketing and
Planning Manager
Ford Motor Company 36
CHAPTER TWO: She’s Complex --
Why There’s No Such Thing as ‘‘The’’ Baby Boomer Woman 41
Contributing Authors:
On Appealing to Her Values
Joanne Sachse Mogren, Vice President of Merchandising/Apparel Division
Garnet Hill 45
On Getting Nostalgia Right
Cindy Marshall, Director of Marketing
The Vermont Country Store 48
On the Difference Between Marketing to Men and Women
Caleb Mason, Director of Corporate Marketing
DeLorme 52
On Why Not to Just Shrink It and Pink It
Fran Philip, Chief Merchandising Officer
L.L. Bean 54
On Marketing to Distinctions
Pepper Miller, President
The Hunter-Miller Group 57
On Marketing to Hispanic Baby Boomer Women
Isabel Valde′s, President
Isabel Valde′s Consulting, IVC 60
CHAPTER THREE: She’s Her Stage, Not Her Age --
Leveraging Her Life Transitions 65
Contributing Authors:
On Playing Financial Catch Up
Lisa Caputo, President and CEO, Women & Co., and Chief
Marketing, Advertising, and Community Relations Officer, Global
Consumer Group
Citigroup 67
On Marketing to All Her Life Stages
William D. Novelli, Chief Executive Officer
AARP 71
On High Technology Marketing to Women
Gina Clark, Vice President of Internet Communications, Product
Marketing
Logitech 97
On the Power of Creating Brand Personas
Claire Spofford, Senior Vice President Marketing and Retail
Appleseed’s 101
CHAPTER FOUR: She’s Motivated --
The 3-D View of Her 105
Contributing Authors:
On Appealing to Her Psyche
Michael Bohn, Director of Brand Marketing (Bosch, Siemens, Thermador,
Gaggenau)
BSH Home Appliances Corporation 106
On Embracing Both Her Demographic and Psychographic Drivers
Grant J. Schneider, Chief Marketing Officer, Corporate Sales and
Marketing
Time Inc. 109
On Aspiring at Midlife
Peggy Northrop, Editor-in-Chief
Brenda Saget Darling, Publisher
More Magazine 112
On Banking on Women-Owned Businesses
Maria C. Coyne, Executive Vice President, Key4Women and SBA
KeyBank National Association 116
On Her Quest for a Free Spirit
Federico Musi, Vice President of Marketing (Piaggio, Vespa, and Moto
Guzzi)
Piaggio Group Americas 134
CHAPTER FIVE: She’s in the Driver’s Seat --
She’ll Problem-Solve Her Own Way Through the Marketplace 139
Contributing Authors:
On Getting to the Heart of the Matter
Joe Teno, President
Athleta 143
On Focusing on the ‘‘Why’’ vs. the ‘‘How’’
Heidi Baker, Chief Jane Officer
Eden Jarrin, Chief Executive Officer
Be Jane, Inc. 148
On the Personal Shopper Approach to Technology
Melissa McVicker, Director, Global Communications Group
Intel 155
On Paying Attention to Details
Kathy Moyer Dragon, Founder
The Dragon’s Path
ActiveWomen.com 160
On Business ‘‘Plus’’
Anne Kelly, President
Junonia 163
CHAPTER SIX : She’s Changing Channels --
Shaping the New Brandscape 167
Contributing Authors:
On Harnessing the Power of Women’s Solidarity
Adam Hicks, Vice President, Marketing and Communications
CARE (Cooperative for Assistance and Relief Everywhere,
Inc.) 172
On Real Women Selling to Real Women
Yvonne Saliba Pendleton, Director of Corporate Heritage and Corporate
Communication
Mary Kay, Inc. 174
On Referential Not Deferential Marketing
Deborah Natansohn, President and Chief Operating Officer
Seabourn Cruise Line 179
On Delivering Beyond Expectations
Rick Lovett, President
H2O Wear 182
On Staying Relevant for the Boomer Woman
Ed Kinney, Vice President, Corporate Affairs and Brand Awareness
Marriott Vacation Club International 188
CHAPTER SEVEN: She’s Waiting --
The Marketer’s Call to Action 199
Contributing Authors:
On Redressing the Misconceptions
Dorothy Dowling, Senior Vice President of Marketing
Best Western International 200
On Getting Past Emotional Bias
Christopher W. Bradley, President and Chief Executive Officer
Cuddledown Inc. 206
On Moving Beyond the Holy Grail
Ira Mayer, President and Publisher, Marketing to Women
EPM Communications 207
On the Evolution of Marketing to the Baby Boomer Woman
Lori Bitter, Partner and Business Development Director
J. Walter Thompson, Mature Market Group 210
Notes 217
Resources 225
Marketing to Women 225
Marketing to Baby Boomers 226
Marketing to Baby Boomer Women 227
Adult Development 227
Index 229
About the Authors 237"

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BOOM: Marketing to the Ultimate Power Consumer - The Baby-Boomer Woman

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