According to recent statistics, there are 73 million U.S. mothers today who control 80 per cent of all household buying decisions, and also direct spending for as many as 4 million new business start-ups this year alone. Mom marketing experts Maria Bailey and Bonnie Ulman, authors of Trillion-Dollar Moms, share fresh insights from thousands of moms as consumers, entrepreneurs and employees and give marketing professionals the knowledge and tools they need to win mothers' hearts and wallets. Each year, mothers spend USD1.7 trillion in the United States, making them the single largest consumer group today. Imagining them all the same way, talking to them as one homogenous group, your brand could be doomed. Their influence extends far beyond the groceries and back-to-school clothes, impacting purchases of homes, vacations, automobiles and office equipment, often for their own businesses. To help capture a piece of this powerful purse, renowned mom marketing experts Maria Bailey and Bonnie Ulman distill extensive new quantitative and qualitative research about this unique and changing market into the core insights of Trillion-Dollar Moms: Marketing to a New Generation of Mothers. complex purchasing behaviors of Baby Boomer and Generation Xmothers, and Gen Y mothers-to-be, the authors provide critical guidelines for how to successfully communicate with and create maximum impact marketing messages for these distinct cohorts.