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Tuning into Mom Understanding America's Most Powerful Consumer by Michal Clements, Teri Lucie Thompson
  

Tuning into Mom Understanding America's Most Powerful Consumer

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Synopsis

Tuning into Mom Understanding America's Most Powerful Consumer by Michal Clements, Teri Lucie Thompson

American mothers are household CFOs, in charge of an estimated $2.45 trillion in direct spending. They are also an important influence on other family members' buying habits. Many organizations have identified moms as an important customer group, but the broad, age-based definitions these companies work with mask an array of different consumer behaviors. Written by two leading marketers, this book provides a new approach to understanding the American Mom? market, examining the mom's influence on (or control of) the purchasing habits of children of all ages, from infants and toddlers to young adults, and bring focus to the frequently overlooked purchase influence of moms on teenagers. The authors combine large-scale quantitative research of more than 4,700 mothers with qualitative case studies from individual participants. Highly recommended for practitioners in retailing and product development, this book will also be a valuable supplemental text for college courses in consumer behavior and marketing strategy.

About the Author

Michal Clements is a Senior Principal at the leading growth strategy consulting firm, The Cambridge Group, based in Chicago. She previously founded Insight to Action, a firm focused on building brands through insights that result in specific business-building actions.||Teri Lucie Thompson is Chief Marketing Officer and Vice President for Marketing and Media at Purdue University. She previously served as vice president of marketing for Safeco, and held a number of marketing leadership roles at State Farm Insurance, where she spearheaded the company's efforts in marketing to women. Both women are founding board members of the Marketing to Moms Coalition and co-creators of the annual State of the American Mom survey.

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Book Info

Publication date

15th October 2011

Author

Michal Clements, Teri Lucie Thompson

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Publisher

Purdue University Press

Format

Hardback
200 pages

Categories

Consumerism
Market research

ISBN

9781557535856

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