Trillion-dollar moms : marketing to a new generation of mothers

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Title:

Trillion-dollar moms : marketing to a new generation of mothers

Author:

Bailey, Maria T.

ISBN:

9781419504570

Personal Author:

Bailey, Maria T.

Publication Information:

Physical Description:

xviii, 237 pages ; 24 cm

Contents:

Taking aim at the mom market -- Talking about my generation -- Working it: mothers in the office -- Baby boomers: parenting pioneers -- Gen X marks the spot -- Generation Y not? -- Silver birds, gilded wallets -- Messages for moms -- Reaching the right moms the write way -- Getting moms buzzing through public relations -- Connecting with moms through brand experiences -- Moms online and unplugged -- Cultural influences in a mom's world -- Opportunities for the future.

Abstract:

"In Trillion-Dollar Moms, Bailey and Ulman explain how recent generational shifts have impacted the buying behaviors of today's mothers and moms-to-be. They offer original consumer research, case studies of successful marketing initiatives, and insights from top business executives." "As the first book to publish original research on the purchasing behaviors of today's multigenerational mothers, Trillion-Dollar Moms is an important tool that will guide you in developing products and services to win over this valuable demographic."--Jacket.

Subject Term:

Women consumers -- United States.

Mothers -- United States.

Marketing -- United States.

New Age consumers -- United States.

Marketing. (OCoLC)fst01010167

Mothers. (OCoLC)fst01026940

New Age consumers. (OCoLC)fst01036692

Women consumers. (OCoLC)fst01177530

Geographic Term:

United States. (OCoLC)fst01204155

Added Author:

Ulman, Bonnie W.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/ecip054/2004028760.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0708/2004028760-d.html

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGDBN	1:GEN-BOOK	000014478	658.830 BAI	1	Searching... Unknown

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Summary

According to recent statistics, there are 73 million U.S. mothers today who control 80 per cent of all household buying decisions, and also direct spending for as many as 4 million new business start-ups this year alone. Mom marketing experts Maria Bailey and Bonnie Ulman, authors of Trillion-Dollar Moms, share fresh insights from thousands of moms as consumers, entrepreneurs and employees and give marketing professionals the knowledge and tools they need to win mothers' hearts and wallets. Each year, mothers spend USD1.7 trillion in the United States, making them the single largest consumer group today. Imagining them all the same way, talking to them as one homogenous group, your brand could be doomed. Their influence extends far beyond the groceries and back-to-school clothes, impacting purchases of homes, vacations, automobiles and office equipment, often for their own businesses. To help capture a piece of this powerful purse, renowned mom marketing experts Maria Bailey and Bonnie Ulman distill extensive new quantitative and qualitative research about this unique and changing market into the core insights of Trillion-Dollar Moms: Marketing to a New Generation of Mothers. complex purchasing behaviors of Baby Boomer and Generation Xmothers, and Gen Y mothers-to-be, the authors provide critical guidelines for how to successfully communicate with and create maximum impact marketing messages for these distinct cohorts.