Marketing to Leading-edge Baby Boomers: Perceptions, Principles, Practices, PredictionsBy 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. |
From inside the book
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Page viii
... Spiritual Answers 173 39. Six Forces Destroying Retirement for Boomers 178 Part Three : Practices 40. LOHAS : Genesis of a New Market Segment 41. How the Mature Mind Meets Messages 191 199 42. A Primer : Crafting Marketing Copy to Win ...
... Spiritual Answers 173 39. Six Forces Destroying Retirement for Boomers 178 Part Three : Practices 40. LOHAS : Genesis of a New Market Segment 41. How the Mature Mind Meets Messages 191 199 42. A Primer : Crafting Marketing Copy to Win ...
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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 |
329 | |
331 | |
About the Author | 335 |
Other editions - View all
Marketing to Leading-edge Baby Boomers: Perceptions, Principles, Practices ... Brent Green No preview available - 2005 |
Marketing to Leading-edge Baby Boomers: Perceptions, Principles, Practices ... Brent Green No preview available - 2006 |
Common terms and phrases
adults advertising ageism American Baby Boom Baby Boomers Beatles became become brand Brent Green Captain America career celebrity challenge CHAPTER cohort Colorado Springs commitment companies confronting copywriting corporate create creative critical cultural customers demographic developed Disease Mongering economic embrace environmental experiences focus focused generation's Harley-Davidson human idea leaders Leading-Edge Baby Boomers Leading-Edge Boomers lifestyle lives LOHAS LOHAS Consumer long-term magazine marketing communications ment metaphor metavalue middle-aged million motivations movie older organization partners passion peace symbols percent political powerful product or service products and services programs promotion radio retirement rock rock and roll rock music Rolling Stones segment sell sense share Sixties social society spiritual strategies sumers television tion Twixters understand values Vietnam Vietnam War young younger youth
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