Reviews and Articles about "Trillion Dollar Moms"

Compelling Observations
PRWeek July 11
"…as much a sociological study as it is a marketing lesson…any marketer will benefit from this book’s compelling observations"

Mommy Dearest
Mark Henricks in Entreprenuer
Mothers control $1.7 trillion in annual purchases of products and services, making them America's most muscular consumer group. Yet, according to maternal-marketing experts Maria T. Bailey and Bonnie W. Ulman, most marketers use outdated approaches when selling to moms. In "Trillion-Dollar Moms" (Dearborn Trade, $23), they show entrepreneurs how to mine today's mother lode with the help of original consumer research, experiential insights and case studies. Among the takeaways: Segment mothers by their children's ages, not the mothers' ages. Hence, treat a toddler's boomer mom more like a Gen X toddler mom than another boomer with older kids.

Recommended reading
CEO Refresher
If you're in business you've already discovered the power of women, in every industry and segment from automobiles to hotels to financial services to health sciences and industrial equipment and beyond. Maria Bailey and Bonnie Ulman take us well beyond to the power of moms, and their research and insights are extremely valuable. In their words, 'From the diapers on their babies to the chicken they serve for dinner to the minivans that line the parking lot, moms spend money and, thankfully for consumer marketers, moms love to talk about where they spend it. In no other segment of consumers is word of mouth more powerful.' The authors offer insights into trends and values of the various cohorts including working it, baby boomers, gen x, gen y, silver birds and what I find particulary valuable is that with every page or two I found a 'zinger' - that little 'head twist' that caused a moment of serious reflection. To me that is the sign of a great work - where the authors' premise, stories, research and insights provide a catalyst for your more informed thinking about what you are doing. There is a significant market out there and you need to be aware of how to best to arm your company with the right knowlege and talent.

Book focuses on the mother load
Atlanta Journal-Constitution
"Trillion Dollar Moms" ... conveys a strong message to industries and marketers that soccer cmoms are dead and mom entrepreneurs are on the rise.

The authors examine why moms today are the decision makers in the $1.7 trillion in household spending annually.
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