By Marti Barletta
The author focuses on the segment of the women's market with the most buying power - women 50-70 years old. She calls them "PrimeTime Women" for two reasons: first, contrary to popular opinion, they are active and energetic; second, they handle the buying decisions for households enjoying their peak income and spending power, making them marketers' prime prospects.
The selected chapter gives two examples of integrated campaigns, for Curves and MassMutual.
Chapter 9: In Depth and Integrated Case Studies - Best Practices in Marketing to PrimeTime Women >>
Excerpted from Marketing to PrimeTime Women by Marti Barletta ©2014 Reprinted with permission. Paramount Market Publishing, Inc. Ithaca, New York.
Copyright © 2014 Paramount Market Publishing, Inc.. All rights reserved.