Great Reads...

In addition to Insight, I thought I would post some additional items that mey be of some use to you when targetting mature women.

#1. Inside Her Pretty Little Head by Jane Cunningham and Philippa Roberts.

This offers an understanding of the female pshyche and explains why a lot of today's marketing techniques are excluding the female market.

#2. Prime Time Women by Marti Barletta.

This book demonstrates a great understanding of mature women who Marti says are in their Prime Time. It explains exactly how important this consumer is to the survival of many brands.

#3. Viewpoint: The Eve-olution Issue.

Don't miss this issue if you want a strong understanding of how the female market is changing, including their success in a business environment and how women have embraced the web.

#4. Ageless by WGSN.

This article is not purely female focused and at time refers to consumers over the age of 65 but still gives a great insight into their attitudes towards a variety of topics such as customer service and marketing.