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WHAT'S NEW IN MARKETING:
After Sixty
Marketing to Baby Boomers Reaching Their BIG Transition Years
Edited by Leslie M. Harris and Michelle Edelman
(244 pages, hardcover, ISBN 0-9786602-0-X; October 2006)
Paramount Publishing, Ithaca, N.Y.
www.paramountbooks.com
As Baby Boomers enter their sixties, they will face some of the biggest transitions of their lives. In this sequel to the widely read book After Fifty, co-editors Les Harris and Michelle Edelman take a look at the industries that will be most affected by the aging Boomer market. For example, you will learn how Boomers are redefining many existing notions of “health” and which methods will prove most effective for health-care marketers trying to appeal to the powerful female Boomer segment.
In the coming decade, marketers, advertisers, and creatives who update their image of "grandparents" will be in the best position to thrive and prosper as this enormous shift in the marketplace unfolds.
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AFTER FIFTY: Marketing Strategies
Paramount Publishing, Ithaca, N.Y.
www.paramountbooks.com
"New book focuses on selling to boomers. Anyone who wishes to tap into this multi-billion dollar market in the coming decades would do well to keep this volume handy."
—EPM Communications Inc.
Barbara Nell Perrin, Editor
Ira Mayer, Publisher
The book presents case histories of how this growing and maturing population is motivated to spend on new investments, travel, technology, retirement planning, eating out.
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© 2008 Mature Marketing & Research. All Rights Reserved. |
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