Mothers are the most powerful consumers in the United States today. But to obtain a portion of the $17 trillion+ spent by moms, authors Maria Bailey and Bonnie Ulman say marketers must recognize the power of mothers, appreciate the time they put into selecting a product, and understand what it means to be a mom today. It&#8217s a far cry from years past. Recent Census results indicate that the mom market has dramatically changed. In Trillion-Dollar Moms, Bailey and Ulman provide background information and analysis of today&#8217s multigenerational moms, revealing original research findings on how the differences between them affect purchasing behavior. Drawing on proprietary research, their experiential insights, and case studies of successful marketing initiatives, the pair will empower you to secure the spending of moms with strategies and tactics that include: •Initiating publicity campaigns that resonate with mothers •Developing powerful sampling programs with doctors and pediatricians •Creating advertising campaigns with relevant messaging •Hosting special events that appeal to the mom market •Launching flex-time programs for working mothers •Incorporating women business owners into your vendor list •Designing Web sites with time-saving features for busy moms There&#8217s no doubt that mothers spend money. And with Trillion-Dollar Moms, you&#8217ll have everything you need to act on and capture your share of this lucrative market. Read Less