Summary of PrimeTime Women

Marti Barletta

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Rating

8 Overall

9 Applicability

8 Innovation

7 Style

Recommendation

Marti Barletta follows up her earlier book Marketing to Women with an in-depth analysis and prescriptive approach to selling to the largest, most powerful market segment in the US: 50- to 70-year-old “PrimeTime Women.” Far from being an economically dormant audience of middle-aged or senior citizens, PrimeTime Women have come of age. They have money and the “moxie to spend it.” Barletta analyzes how the life-stage changes women undergo in midlife affect the ways you should market to them. She offers a generous toolbox of strategies and techniques to help you reach this audience through its “social values, life/time factors, decision styles and communication keys.” Her case studies illustrate how two companies integrate these sales principles with amazing results. Barletta often winks at her readers with wry parenthetical humor, and she sprinkles the conversation with lively consumer quotes. getAbstract highly recommends this worthy resource to marketers aiming for the hearts, minds and wallets of PrimeTime Women.

In this summary, you will learn

Who “PrimeTime Women” are,
How to identify what they want,
How to rethink this market and
How to tap into its spending power.

About the Author

Marti Barletta founded The TrendSight Group, a consultancy that helps companies market to women. She also is the author of Marketing to Women.

Summary

“The Power of the PrimeTime Purse”
Women from ages 50 to 70 have much more consumer buying power than marketers historically have assumed, and they have gained increased marketplace heft in the 21st century. Women’s decision-making and spending habits are different from men’s at all ages...