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Marriage, Inc.
The census figures tell the story: In the 35-plus age bracket, there are 28 million single women but only 18 million single men. For today’s mature single woman looking to get hitched, the approach must be proactive, methodical, and targeted — not unlike a marketing campaign, according to Rachel Greenwald (MBA ’93). Single women need to create an action plan to meet as many men as possible in order to find the right one, says Greenwald, a Denver-based “dating consultant” who is the author of Find a Husband After 35 Using What I Learned at Harvard Business School (Ballantine Books). The happily married Greenwald brings contemporary marketing concepts, such as telemarketing (have friends call friends) and branding (focus on your unique qualities), to the old-fashioned conundrum of finding a spouse. Called the “hottest thing to hit America’s dating scene since Sex in the City” by the London Observer (September 28, 2003), the book made major best-seller lists in the first week of publication, and Greenwald had already sold the movie rights when she began her book tour.
While some may cringe at the thought of using direct mail to announce one’s availability, Greenwald assures them that assertively seeking a mate is nothing to be ashamed of. It’s not cold, Greenwald explained to NPR’s Weekend Edition (September 28, 2003). “It’s effective time management. You are using time-tested, proven tactics from the business world and applying them in the dating world and getting results.” Who can argue with that?
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