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PORTLAND, Maine -- With baby boomer women spending well over $1 trillion on goods and services annually, the days of women over 40 being ignored by produce-industry marketers in favor of younger consumers are numbered, according to a new book.
"BOOM! Marketing to the Ultimate Power Consumer -- the Baby Boomer Woman," features essays from top marketing executives, including contributing author Jan DeLyser, v.p. of marketing for the California Avocado Commission.
The book, published by the American Management Association's Amacom Books, touts "the age of the baby boomer woman," bringing missionary zeal to overthrowing stereotypes that have rendered women over 40 virtually invisible in the past. DeLyser's essay, "On Baby Boomer Women and Experimentation," is featured in the chapter "The New Demographic of Choice."
"With senior marketing executives from over 35 major companies contributing to 'BOOM,' it is obvious that reaching out to baby boomer women is a phenomenon that is cutting across the board," say co-authors Mary Brown and Carol Orsborn of Portland, Maine-based Imago Creative, the only marketing firm in the country exclusively devoted to helping companies build brand relationship with baby boomer women.
"BOOM" features insider insights, intelligence, and case histories from over thirty-five top marketers in a broad range of industries. The book's foreword is by retail guru Paco Underhill, founder of Envirosell and author of a number of books including the bestseller "Why We Buy: The Science of Shopping."
"BOOM" will be available in September 2006.