'Trillion' reasons why mom knows best

Today's working moms are the key to boosting sales of everything from detergent to office equipment.

Today's working moms are the key to boosting sales of everything from detergent to office equipment.

They hold the purse strings to trillions of dollars - and are more than willing to spend on products and services that make their lives more efficient.

This book discusses why and how to tap that market. It examines messaging, channels, branding, PR, and technology's role in effective marketing efforts targeting moms. But most intriguing is its dissection of this broad demographic into smaller groups that sometimes defy common ideas of women and mothers.

For instance, marketers must know that even if two mothers are of the same generation, they will have almost nothing in common if their kids are different ages. Such close examination is just one example of why this book is as much a sociological study as it is a marketing lesson.

While the idea of pursuing this growing audience may seem obvious, any marketer will benefit from this book's compelling observations on America's moms.

Title Trillion Dollar Moms

Authors Maria T. Bailey and Bonnie W. Ulman

Publisher Dearborn Trade Publishing (March 2005), 237 pages

Reviewed by Lori Russo, VP, Stanton Communications

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