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PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders Hardcover – January 2, 2007

4.6 out of 5 stars 12 customer reviews

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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.

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Product Details

  • Hardcover: 320 pages
  • Publisher: Kaplan Business (January 2, 2007)
  • Language: English
  • ISBN-10: 1419593307
  • ISBN-13: 978-1419593307
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #880,961 in Books (See Top 100 in Books)

More About the Author

To The Huffington Post, she's "the High Priestess of Marketing to Women;" to TIME magazine, "the Chief Rabbi of the Sheconomy." Renowned business guru Tom Peters calls her "the First Lady of Marketing to Women" and says "she is one of the best presenters, male or female, I've ever seen."

Marti Barletta uses her proprietary GenderGenius™ principles and The Buyer Multiplier™ toolkit to help B2C and B2B clients get more customers, and make more money per customer. Her first book, Marketing to Women, is available in 19 languages. Her latest book, PrimeTime Women, focuses in on the market's high-spending sweet spot - women in their mid-life prime - and shows marketers how to use this under-served segment's growth, size and buying power to turbocharge their business results.

As the go-to authority on marketing and selling to women, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Inc., Fast Company, TIME, Bloomberg Businessweek, and many other publications worldwide.

A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including countries as diverse as Australia, Chile, Denmark, Dubai, Japan, Spain and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including automotive, banking, consumer products, investment services, retail, travel/tourism and eal estate development, to name a few. She is proud that numerous clients have booked her for return appearances and sponsored her for speaking series to their own customers.

Ms. Barletta's F500 consulting clients have included Diageo, Ford, GE Appliances, Logitech, Pfizer, Volvo and others (complete list at www.trendsight.com). She has recently expanded her offerings to make them accessible to mid-size enterprises via customized coaching arrangements; and small businesses will soon be able to access her ideas through webinars, self-study seminars and group coaching programs.

Her lively style, command of her subject and passion for her topic create engagement and "Aha!" moments among everyone she works with. She connects easily with audiences and clients, who enjoy her sense of humor and love her practical tactics tailored specifically to their business issues and opportunities.

Customer Reviews

Top Customer Reviews

Format: Hardcover
I've always considered Tom Peters the guru of marketing. I bought Barletta 's book because of his comments on the cover -- that PrimeTime Women should be the centerpiece of every marketing/strategic plan. As always, I now agree with him wholeheartedly. This book makes an excellent case about why this is the market to go after, not the youth market. Barletta draws on statistics from the New Strategist, AARP, the U.S. Census Bureau and other organizations, and combines them with her consulting firm's own proprietary research to come up with a true "how to" book, with strategies and tips that companies can put into action right away. I've since bought her other book on marketing to women, and plan to spread her name as the consultant to hire before the competition does.
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Format: Hardcover
Those who have already read Marti Barletta's Marketing to Women will welcome this sequel in which she develops in much greater depth her core concepts with regard to the purchasing power of what continues to be "the world's largest market segment." Of special interest to many readers is The GenderTrends(tm) Marketing Model that reveals in her first book why and how women reach different brand purchase decisions. She shares in PrimeTime Women some revealing and valuable new insights from all-new research and DDB Worldwide which will be of substantial value to senior-level executives - including but not limited to those primarily responsible for marketing - in all companies, regardless of their size or nature. Barletta carefully organizes and then presents her material within ten chapters which are divided between two Parts: Understanding PrimeTime Women(tm) and The Field Guide for Marketing to PrimeTime Women(tm), followed by an especially informative appendix which identifies "The Best Resources in the Business."

I presume to offer an admittedly unorthodox suggestion: After reading the Foreword and Introduction, proceed immediately to the final chapter in which Barletta offers an Executive Summary which includes a brief but brilliant explanation of "the seven building blocks" for understanding, reaching, and then increasing share of "the world's largest market segment." My opinion is that reading this final chapter establishes a frame-of-reference and thematic context for absorbing and digesting the material that precedes it. One reviewer's opinion....

As is her custom, Barletta makes brilliant use of a number of reader-friendly devices throughout her narrative that facilitate and expedite reviews later of key passages.
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Format: Hardcover
PrimeTime Women is a breeze to read - like sitting around with Ms. Barletta, chatting. And in the room are dozens of fascinating, ready-to-rumble women, chiming in every so often.

The overarching theme of PrimeTime Women really isn't the money they control - it's the fact that they are taking control of their lives. This is a phenomenon unique to Baby Boomers (and a bit older). After fifty is better than before fifty. There has always been a small percentage of women who bloomed in their later years. For Boomers it's become a generational ethos.

The second part of the book is nuts 'n bolts. I was swept away by many of her "word-of-mouth" marketing paradigms. She eschews the cheesy WOM tactics so often used today in favor of real, truly inspired marketing/PR/promotional techniques.
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Format: Hardcover
What I loved about this book was that it just exudes respect for customers. Unlike a lot of books in this area, Marti Barletta isn't trying to teach 'tricks' about how to pretend to please women. She's much more serious than that. She's deeply informed, highly thoughtful and utterly determined that no company can really succeed without taking women very, very seriously. And she won't let women be ripped off by anything second-rate. This means that companies that want to win women's business have to take seriously the research she's done and the care and insight she uses to analyze it. There are a lot of "sell stuff to women" books out there that don't respect women at all, but just see them as easy pickings. They're phoney. But this book - and Marti Barletta herself: they're the real deal.
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By Coach CJ on January 21, 2010
Format: Hardcover Verified Purchase
I love this book! The author has Prime Time Women down to a tee. I'm in that age group and I see myself in every line. The data is there, the book is understandable and written in an interesting fashion. I'm wondering if Gen X and Gen Y women will show the same traits as they reach 50. I'll be watching for more books from this author.
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Format: Hardcover
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.
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