PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders
Author: Marti Barletta
Can you identify the most lucrative target market for growth, profits, share increases, and sales for your company or brand? Are you on the path to assured success? Are you sure?
Let Marti Barletta put the secret of marketing success into your hands by identifying for you the population segment that will command the majority of financial assets, control the majority of purchases, make--and break--the high-dollar trends of the future, lead the social and political agenda of the 21st century, and have the world in its hands: Women 50-75!
Surprised? I bet you are. But you shouldn't be. It's the trend that isn't trendy (yet), but it's been in the making ever since Baby Boomers got their first jobs back in the '70s.
Backed by in-depth demographic research, Marti Barletta demonstrates how you can market to most educated, wealthy, and active generation in history: PrimeTime Women™.
Table of Contents:
Foreword ixAcknowledgments xi
Introduction xiii
Marketing to Women xiii
Marketing to Women: The Next Generation xvi
Introducing PrimetimeTime Women xviii
Book Tour xxii
Who Am I to Say So? xxiv
Understanding PrimeTime Women 1
The Power of the PrimeTime Purse 3
Population: The Mature Market Moves into Midlife 6
It's the Money, Honey 10
PrimeTime Women: "Just the Facts, Ma'am" 17
Women: The Power of the PrimeTime Purse 20
Shattering Conventions 24
Introducing My Esteemed Contributors 24
What's on Her Mind: Freedom, Friendships, and Fulfillment 43
Midlife Madness 45
PrimeTime Women: A Different Path 51
PrimeTime Women: Weathering the Whirlwind 53
Happier Than When They Were Younger? The Gifts of Midlife 55
PrimeTime Zest 61
The Secret to PrimeTime: Girlfriends 65
PrimeTime Women: Leaving a Legacy 68
Portrait of PrimeTime Women 72
PrimeTime Mental and Physical Changes 74
ThePrimeTime Mind 74
The Good News 76
The Differences (and Similarities) between Men's and Women's Brains 80
What's With This Body? 87
The Body Infrastructure 92
Keeping Up Appearances 99
A Little Help Here and There 103
PrimeTime Life-Stage Changes 112
"Empty Nest" Becomes the "Next Quest" 114
PrimeTime Women-How Much Do They Care? 120
Grandparenting-Ain't Life Grand?! 127
Looking Ahead 132
Still Working 133
Redefining "Retirement" 136
The New Retirement 138
Why Not Retire? 145
Home Is Where the Heart-and the Money-Is 149
The Field Guide for Marketing to PrimeTime Women 161
The GenderTrends Marketing Model Applied to PrimeTime Women 163
The GenderTrends Marketing Model 163
Social Values 165
Life/Time Factors 173
Decision Styles 175
Communication Keys 178
The Differences between Men and Women 187
Tailoring Your Marketing to PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders 191
The GenderTrends Compass 192
Advertising Execution 193
Promotion 204
Cause Marketing 209
Positioning 212
Product Development 214
Package Design 218
Retail Environment 219
Selling Skills 224
Event Marketing 227
Public Relations/Product Publicity 231
Sponsorships and Alliances 233
E-marketing 236
In Depth and Integrated Case Studies-Best Practices in Marketing to PrimeTime Women 244
Curves Gets PrimeTime Women's Marketing in Shape 245
MassMutual Helps PrimeTime Women Secure Their Futures 254
Notes to the CEO 265
PrimeTime Women-The Executive Summary 266
The Best Resources in the Business 272
Endnotes 276
Index 286
New interesting textbook: Enterprise Information Systems or Resizing the Organization
Intermediate Financial Theory
Author: Jean Pierre Danthin
Business/Finance
Intermediate Financial Theory, Second Edition
Jean-Pierre Danthine and John B. Donaldson
"Intermediate Financial Theory, Second Edition is an excellent book that introduces financial asset pricing theory as a natural extension of microeconomic and general equilibrium theory. The exposition of classic and recent results is clear, thorough and accessible to any economist or graduate student who has a good grounding in microeconomic theory. Having mastered this material the reader is well equipped to tackle the many variations of asset pricing models in the literature."
— Frank Milne, Professor of Economics and Finance, Queen's University, Ontario, Canada
"Intermediate Financial Theory, Second Edition is ideally suited to students wishing to gain a deeper understanding of the basic concepts of financial economics beyond those presented in a typical MBA program without having to deal with unnecessary mathematical details. The exposition is superb and sure to greatly enrich the reader's knowledge of the subject. The book, written by two of the profession's leading experts, is unique."
— Rajnish Mehra, Professor of Finance, University of California, Santa Barbara, USA
Intermediate Financial Theory, Second Edition continues the tradition of providing clear and concise descriptions of the new and classic concepts in financial theory. Professors Danthine and Donaldson keep the theory accessible by requiring very little mathematical background and instead focusing on clear explanations of key concepts.
Intermediate Financial Theory, Second Edition includes a new structure, emphasizing the distinction between theequilibrium and the arbitrage perspective on valuation and pricing, as well as a completely new chapter on asset management for the long-term investor.
Additional material to support teaching this book can be found at: hec.unil.ch/jdanthine/Text.htm
Jean-Pierre Danthine is Professor of Economics and Finance at the University of Lausanne, Switzerland, and Director of the International Center for Financial Asset Management and Engineering, Lausanne and Geneva, Switzerland.
John B. Donaldson is the Mario J. Gabelli Professor of Finance at Columbia Business School, New York, USA.
Table of Contents:
| Ch. 1 | On the role of financial markets and institutions | 3 |
| Ch. 2 | The challenges of asset pricing : a road map | 23 |
| Ch. 3 | Making choices in risky situations | 35 |
| Ch. 4 | Measuring risk and risk aversion | 57 |
| Ch. 5 | Risk aversion and investment decisions, part I | 75 |
| Ch. 6 | Risk aversion and investment decisions, part II : modern portfolio theory | 93 |
| Ch. 7 | The capital asset pricing model (CAPM) | 121 |
| Ch. 8 | Arrow-Debreu pricing, part I | 145 |
| Ch. 9 | The consumption capital asset pricing model (CCAPM) | 161 |
| Ch. 10 | Arrow-Debreu pricing, part II | 195 |
| Ch. 11 | The Martingale measure : part I | 225 |
| Ch. 12 | The Martingale measure : part II | 249 |
| Ch. 13 | The arbitrage pricing theory | 277 |
| Ch. 14 | Portfolio management in the long run | 287 |
| Ch. 15 | Financial structure and firm valuation in incomplete markets | 319 |
| Ch. 16 | Financial equilibrium with differential information | 337 |
No comments:
Post a Comment