• Background
• Overview
• Scope and Methodology
• The Market
• Shifting Generations
• Being A Mom Today
• Chief Household Finance Officer
• Marketing To Moms
• The Future

Chapter 2: The Market

• The Market
• Facts and Figures
• Market Size
• The Future
• Births
• Fertility Rates & Birth Rates
• Age of Mothers
• Ethnicity
• Regions
• Employment & Education
• The Maternity Ward
• Pregnancy & Delivery
• Infertility
• Adoptions
• Births of Multiples
• Single Mothers
• Gay & Lesbian parents

Chapter 3: Shifting Generations

• Gen X
• The market
• The shaping of a generation
• A generation defined
• Gen Y
• The market
• What to expect
• Comparing generation
• Boomer Grandparents

Chapter 4: Today’s Mom

• Survey of the market
• Pregnancy
• Getting ready for baby
• What’s on her mind while pregnant
• Priorities, after birth
• How do they think of themselves
• Rewards & Challenges
• Their moms
• Her focus
• A day in the life
• Time for herself
• A day in her life (examples)
• Speaking her mind
• Vacations & Fantasies

Chapter 5: Chief Household Financial Officer

• Mom as a consumer
• Cost of a child
• The spending frenzy
• Families & gifts
• A "Brand" new world
• Moms are in control
• Spending
• Household spending
• Moms spend more
• Financial management

Chapter 6: Marketing to Moms

• A starting point
• Media preferences
• The Web
• Advertising
• Public Relations
• Promotions
• Design
• Positioning
• Winning Brands
• Brands Doing It Well

Chapter 7: The Future of the Mom

• Market: Trends To Watch
• Maternity as a Life stage
• Kiddies Chic
• Organic Products
• Media Shifts
• Mr. Mom
• Retail Evolution
• Gen Y Moms
• Mompreneurs