Don't ever underestimate the influence of mom - even long after a child has left the nest. So say marketers Teri Lucie Thompson and Michal Clements in their book "Tuning Into Mom: Understanding America's Most Powerful Consumer."
The book provides an in-depth analysis backed by exhaustive research, face-to-face conversations, and years of experience and collaboration to show marketers of goods and services why moms are key and how to reach them. It also is useful to those who teach consumer science and marketing courses.
"Moms are in many cases the CFOs in households across the United States, and they are still the primary influencer in most consumer categories of their children's lives," said Thompson, chief marketing officer and vice president of marketing and media at Purdue University. "This is true from the moment their child is born through early adulthood. Simply put, improvements in attracting and retaining moms as customers, as purchase influencers of their children, and as referred providers of other moms will yield rich returns. This book is about finding better ways to reach the mom market."