Marketing to Leading-Edge Baby Boomers

Name: Marketing to Leading-Edge Baby Boomers
Brand: Writers Advantage Pr
Availability: OutOfStock
Rating: 5 (1 reviews)

By Brent Green

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Description

Americans born between 1946 and 1955 are ready to shatter traditional umptions about early retirement. Their journey into the Golden Years will be groundbreaking. Called Leading-Edge Baby Boomers, this forceful segment has over $500 billion in spending power and today controls a significant percentage of the nation's ets. Even more staggering is an unfolding demographic truth: more than 30 percent of Americans will be over 50 by 2010. Brent Green, an experienced counseling the and award-winning creative director and copywriter, has published a book focused on this lucrative pre- and early-retirement segment. Entitled Marketing to Leading-edge Baby Boomers, Green's ysis reveals the psychological, sociological and interpersonal dimensions of a generation quickly reaching the life stage ociated with quiescence. As the author declares: "They will not be quiet, calm, or disengaged. They will collectively redefine the connotations of aging and the purpose of life's closing years. They will set the stage for a long-term reorientation of American business to the value of its previously most undervalued population segment. They will bring to aging culture what they bequest to youth culture when they were boisterously becoming young adults four decades ago." Today, opportunity and reality are at odds. Somewhere between Woodstock Nation and Over-The-Hill, the most sought after market in America became pé. The fiftysomething-to-sixty crowd has not been attracting its fair share of commercial attention from advertisers and ad agencies. As Green challenges, this is a problem larger than benign neglect. Baby Boomers have often been the source of contempt and ridicule, a byproduct of disdain for the group's alleged self-absorbed, unpatriotic character, historically rooted in the Vietnam War era. Green provides troubling evidence for an emerging ageism directed at those in their mid-forties to mid-fifties.

Product details

Binding:: Paperback
Number of Pages:: 201
Release Date:: 2003-01-01
Publication Date:: 2003-01-01
Publisher:: Writers Advantage Pr
Languages:: Published: English, Original: English
ISBN10:: 0595264093
Weight:: 340 g

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