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Brent Green, "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions"
English | 2006 | ISBN: 0976697351 | 236 pages | PDF | 24.82 MB
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:
- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
- Select the right advertising media to achieve your marketing goals
- LOHAS: a new lifestyle segment that's changing everything
- How to plan and organize "bandwagon" Boomer events and promotions
- Exceptional opportunities for reaching Boomers through the Internet.
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