The soccer mom myth

By Michele Miller, Holly Buchanan

Subjects: Consommatrices, Femmes, Women consumers, Marketing, Women

Description: "If women don't consider themselves Soccer Moms, what does that say about the effectiveness (or ineffectiveness) of billions of dollars of advertising aimed at this group? It's time for a wake-up call about who today's female consumer really is, how she really thinks, and why she really buys -- both online and offline. Prepare to kick the Soccer Mom myth to the sidelines"--Page 4 of cover