Foreword
Acknowledgments
Introduction
Marketing to Women
Marketing to Women: The Next Generation
Introducing PrimetimeTime Women
Book Tour
Who Am I to Say So?
Understanding PrimeTime Women
The Power of the PrimeTime Purse
Population: The Mature Market Moves into Midlife
It's the Money, Honey
PrimeTime Women: "Just the Facts, Ma'am"
Women: The Power of the PrimeTime Purse
Shattering Conventions
Introducing My Esteemed Contributors
What's on Her Mind: Freedom, Friendships, and Fulfillment
Midlife Madness
PrimeTime Women: A Different Path
PrimeTime Women: Weathering the Whirlwind
Happier Than When They Were Younger? The Gifts of Midlife
PrimeTime Zest
The Secret to PrimeTime: Girlfriends
PrimeTime Women: Leaving a Legacy
Portrait of PrimeTime Women
PrimeTime Mental and Physical Changes
ThePrimeTime Mind
The Good News
The Differences (and Similarities) between Men's and Women's Brains
What's With This Body?
The Body Infrastructure
Keeping Up Appearances
A Little Help Here and There
PrimeTime Life-Stage Changes
"Empty Nest" Becomes the "Next Quest"
PrimeTime Women-How Much Do They Care?
Grandparenting-Ain't Life Grand?!
Looking Ahead
Still Working
Redefining "Retirement"
The New Retirement
Why Not Retire?
Home Is Where the Heart-and the Money-Is
The Field Guide for Marketing to PrimeTime Women
The GenderTrends Marketing Model Applied to PrimeTime Women
The GenderTrends Marketing Model
Social Values
Life/Time Factors
Decision Styles
Communication Keys
The Differences between Men and Women
Tailoring Your Marketing to PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders
The GenderTrends Compass
Advertising Execution
Promotion
Cause Marketing
Positioning
Product Development
Package Design
Retail Environment
Selling Skills
Event Marketing
Public Relations/Product Publicity
Sponsorships and Alliances
E-marketing
In Depth and Integrated Case Studies-Best Practices in Marketing to PrimeTime Women
Curves Gets PrimeTime Women's Marketing in Shape
MassMutual Helps PrimeTime Women Secure Their Futures
Notes to the CEO
PrimeTime Women-The Executive Summary
The Best Resources in the Business
Endnote