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Mary Brown and Carol Orsborn, Ph.D.

About the Book

Marketing to the Ultimate Power Consumer --
the Baby Boomer Woman

by Mary Brown and Carol Orsborn, Ph.D.
Published by Amacom Books
ISBN 0-8144-7390-3, 238 pages, hardcover, $24.00
Available through this site or directly from the publisher:

"This book's challenge to the marketing community is to wake up and rethink who it is that has control over the economic purse strings."
-- From the Foreword by Paco Underhill

With Baby Boomer women spending well over a trillion dollars a year on goods and services, the days of women 40+ being ignored by marketers are numbered. Overthrowing stereotypes of aging, the groundswell of awareness is no less than a marketing revolution.

BOOM is a comprehensive guide to identifying, reaching and influencing Baby Boomer women. The book features insights and case histories from 40 top marketers, including executives from Intel, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more. The authors, experts in marketing to this demographic, present insider intelligence that includes:

  • proprietary research that will give a competitive edge to companies seeking new, expanded consumer markets
  • the Imago Diagnostic ("ID") -- a motivational assessment tool to help identify what makes Baby Boomer women tick
  • easy-to-use charts correlating ages to life stages and generational influences
  • the "Seven Things You May Not Know About Boomer Women -- But Should"

BOOM's practical resources combine to reveal an essential truth about Baby Boomer women: they are more than a niche market. In many cases, they are the marketplace itself.

Tim Burns

About the Book

by Tim Burns
Published by Dearborn Trade

This book is the desk reference for the serious Internet entrepreneur. Packed with expert advice and industry insights, entrepreneurship.com provides a road map for seizing the unparalleled business opportunities of the Information Age.

As more people get online each day, forecasters predict that the size of the Internet economy will more than double by 2003. With plenty of fertile ground still to exploit, there are sure to be more e-business success stories. But a viable dot.com venture must be more than just another great idea; it must be a solid business, guided by a compelling plan. entrepreneurship.com walks you through the strategies for building a winning e-Plan, the streamlined business plan for the dot.com. Business adviser and attorney Tim Burns clearly explains what venture capitalists look for in a startup, discusses strategies for establishing brand identity, and untangles the legal issues involved in running an Internet venture.

"Entrepreneurship.com offers a very accessible and extremely practical MBA degree for Internet entrepreneurs... The principles outlined in this book provide an enduring foundation for starting a business."
-- Bill Reichert, President, Garage.com

"What an excellent step-by-step guide to entrepreneuring in the digital world! This book is cutting edge, comprehensive, packed with practical information and insights, and very readable."
-- Stephen R. Covey, author of The 7 Habits of Highly Effective People

"I'm often asked what I look for in a business plan... The answer lies in the pages of Tim Burns' book."
-- David Cowan, Managing Partner, Bessemer Venture Partners

Copyright ©2002 by Tim Burns. All rights reserved. Please feel free to duplicate and distribute this file as long as the contents are not changed and this copyright notice is intact. Thank you.

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