This book is a must read for everyone over age 40 with a desire to improve both the quality and quantity of later life; and by any business that realizes older markets are their future. Baby Boomers and Their Parents is crammed with research that counters aging stereotypes and enhances understanding of aging consumers. --G. Richard Ambrosius, VP of Communications, Coaching & Culture
About the Author
George Moschis, PhD is a Professor of Marketing and the founding director of the Center for Mature Consumer Studies at Georgia State University, where he is also a member of the Gerontology Program Faculty. He has been studying the lifestyles and habits of different generations in the United States and other countries for more than 30 years. Through his Center, which is globally known and has been recognized over the years by American Demographics, as one of the best sources of marketing information in the United States, Dr. Moschis has conducted dozens of studies and has disseminated his research findings to thousands of organizations interested in serving the aging population. Dr. Moschis has counsulted with and developed programs for a variety of leading corporations and government agencies worldwide. He is a frequent speaker at business forums and guest on national and international television networks. Anil Mathur, PhD, is Vice Dean and Professor of Marketing and International Business at the Frank G. Zarb School of Business, at Hofstra University in New York. His research interests are in the area of cross-cultural consumer behavior, services marketing, marketing research, and research methodology.