Baby boomers are the largest and wealthiest demographic and at the peak of their spending power. What marketing and sales professionals might not realize is that the majority of this spending power is wielded by women ages 50–75. They are the healthiest, wealthiest, most educated, active, and influential generation of women in history. Marti Barletta, the premier expert on marketing to women, calls them PrimeTime Women™ because not only are they in the prime of their lives, they also are the prime target for most marketers.
                                                                                              
In her new book PrimeTime Women™, Marti Barletta provides the only comprehensive resource on the market for readers searching for practical applications to get into the minds, souls, hearts, and wallets of this influential demographic. This hands-on approach delivers strategic thinking and tactical ideas geared toward understanding and leveraging this enormously influential market.

I just finished reading Marti Barletta's new book "PrimeTime Women - How to win the hearts, minds and business of boomer big spenders" with one eyebrow up in consternation over my realization and and admission into this new life phase as a PrimeTime or Boomer woman. ( How did I get over 50? I feel 25?) I don't think I will join the Red Hat Society this year, (although it looks fun!), as time for fun is a precious commodity for me with so much responsibility as a business owner, mother, grandmother and daughter caring for my two aging parents and my disabled son. I am a typical PrimeTime woman with all the earmarks of the boomer sandwich generation woman.

Having just crossed over  into PrimeTime-Hood,  I realized in reading Marti's book that I am the best or worst customer you can have depending on your approach to me. I definitely expect more than I did in my younger years in terms of the entire retail experience. Nordstrom's alone changed my expectations overnight, any anything less than the "Nordstrom's 'experience is below par for me now. I often wonder how many car dealers visit Nordstrom's and understand how refreshing and comforting the experience is of feeling  in complete control of the retail buying experience. How does being waited on hand and foot while being serenaded by live piano by Mozart, the experience to return any item no questions asked, and the ability to enjoy the entire experience like a favorite past-time compare to the current typical car buying experience? As a Boomer women with Nordstrom's in her blood, I had little patience or desire to make car buying any more than a chore that needs to be dealt with until AskPatty.com. Dealer's can learn much by their understanding of what women want in a retail experience.

Marti Barletta's book will help those 'smart' companies who pay attention, realign what they are doing and win the business of powerful boomer women like myself and our enormous spending power.

Check out these endorsements:
"Marti Barletta--the First Lady of marketing to women--is back; and she's done it again. Marti calls marketing to 'prime time women' a 'radical opportunity'--and proves it. I not only agree, but also I would call anyone who does not make this extraordinary book the centerpiece of their marketing/strategic plans very, very foolish."
--Tom Peters, author of Re-imagine! Business Excellence in a Disruptive Age

"PrimeTime Women will no doubt change the way corporate America views and markets to today's Boomer women. Based on new research and her experience in the field, Marti Barletta opens our eyes to the immense power of this emerging marketing force. She reminds us that women over the age of 50 hold the power of the purse in their PrimeTime hands."
-- Lisa Bacus, Director, Global Marketing Strategy, Ford Motor Company

"Full of expert advice about today's PrimeTime Woman: who she is, what she cares about, where she shops, and what she buys--PrimeTime Women is a must-read for advertising and marketing professionals who are determined to reach the hearts, minds and wallets of today's most coveted consumers: women 50-70 who are in their prime!"
--Dana Anderson, President and CEO, DDB Chicago

"With wit and wisdom, Barletta has pulled off the seemingly impossible: made the prospect of becoming an `older' woman sound like fun. Marketers, take note: a horde of PrimeTime Babes, with passion, power, and bulging pocketbooks, is heading your way."
--Linda Tischler, Senior Writer, Fast Company

"Marti Barletta once again breaks the mold and takes us to the edge of a new frontier in consumer behavior. No one who gives this book serious attention will fail to shoot forward at warp speed in their understanding of the largest market on the planet -Prime Time Women."
--David B. Wolfe, Principal, Wolfe Resources Group

"Written in a conversational, story-telling style, Marti delivers a compelling business case and an engaging look at what drives this powerful yet underserved segment of buyers."
--Cathy Benko, National Managing Director, Deloitte & Touche USA LLP

About the Author
Marti Barletta, president of The TrendSight Group, is an internationally recognized authority on gender-savvy marketing strategies for wooing women consumers. A Wharton MBA, she honed her marketing and sales talents at top-flight agencies like McCann-Erickson, Foote, Cone and Belding, and Frankel. She has been featured on CBS Evening News and NBC Nightly News, and in Ad Age, Brandweek, BusinessWeek, The Wall Street Journal, and Fast Company. She is the author of Marketing to Women and co-author with Tom Peters of Trends.

Jody DeVere
President
AskPatty.com