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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.

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