Marketing to Leading-edge Baby Boomers: Perceptions, Principles, Practices, Predictions

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Paramount Market Publishing, 2006 - Baby boom generation - 336 pages
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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. These early Boomers have proven that they don't just occupy life stages -- they transform them. Now this influential generation is roaring into retirement and shaping a new future. They deserve -- and will amply reward -- your marketing investment. The paperback edition 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 InternetPer Brent Green, reading this book promises something beyond an insightful and challenging analysis of a generation moving into retirement. You will discover some original ideas about how the Baby Boom is shaping the future. What happens next will be interesting, if not tumultuous.
  

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Contents

Acknowledgments
ix
Introduction
xiii
A Generational View of Aging
3
Of Statistics Demographics and History
8
The Unpatriotic SelfAbsorbed Image
14
Challenging Negative Images of Aging
20
Toward a Higher Marketing Consciousness
27
A Theory of Bipolar Metavalues
38
Monologue versus Dialogue
131
Living Creatively in the Later Years
134
Discovering the Anthems of Boomer Aging
139
ED and Getting to the Point
142
Products that Empower
147
Experimentation for Life
149
Its about Time
155
Icons and Images
163

On Booming Competition
56
Living Younger Rather than Older
59
Mitigating the Signs of Aging
62
Industries Targeting Baby Boomers
67
Experiences over Possessions
70
Planet Downsize
75
Control versus Compromise
79
Institutions and Government
81
Business and the Fairness Principle
83
Of Communal Instincts and Community
85
Social Causes and Volunteerism
87
Holistic Solutions
95
Seeking Truth Though Simple Ideas
98
Relevance and Legacies
100
Its Only Rock n Roll
102
Case Study Rock n Roll Comes to a Conservative Art Museum
104
Racial and Cultural Barriers
113
EcoFriendly Perspective
117
The Medium Is the Message
120
MultiDisciplinary Contributions
125
Childhood over Adolescent Nostalgia
129
Muhammad Ali From Paladin to Pariah to Pitchman
166
Anger over Fear
169
Seeking Spiritual Answers
173
Six Forces Destroying Retirement for Boomers
178
LOHAS Genesis of a New Market Segment
191
How the Mature Mind Meets Messages
199
A Primer Crafting Marketing Copy to Win Boomers as Customers
207
So You Want a Revolution? Target Boomers on the Internet
230
Reconciliation
236
Boomer Brass Tacks Some Cohort Marketing Highlights
241
Seven Prophecies
251
Baby Boomers at Midlife
256
Becoming Digital A Boomers Trip
261
Baby Boomers 2028
266
How to Create Organize and Manage a Great Boomer Promotion
283
Notes
325
Bibliography
329
Index
331
About the Author
335
Copyright

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About the author (2006)

Green has been a copywriter and marketing strategist for 20 years.

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