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Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future Paperback – September 21, 2010

5 out of 5 stars 9 customer reviews

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Editorial Reviews

Review

"This is the book for our times. Generation Reinvention is the best book I've read in years, a unique and creative masterpiece, full of surprises." - Jed Diamond, Ph.D., author, "Irritable Male Syndrome"
--GenerationReinvention.com

From the Author

I am pleased to present "Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future."

I know reading time is very limited today, so I've written a book that can provide you with a lot of helpful information and insights, quickly and in an interesting, nonlinear format.

Here's what you'll discover in this book:

* A nuanced and provocative presentation of the Boomer generation today and how Boomers and Silent Generation members are likely to change many paradigms around aging, including traditional business and marketing practices

* A lucid and well-documented argument in favor of Boomers and older consumers as a continuing market force long into the foreseeable future

* Details about generational sociology and an intuitive model to help marketers better understand generational segmentation and marketing

* An international perspective of the Boomer generation, particularly from the vantage points of Europe and Asia

* Many initiatives being undertaken to rebrand aging and business, with special focus on how Canadians are undertaking an ambitious multi-media, multi-platform initiative

* Strengths and weaknesses of recent marketing campaigns targeting Boomers, from high-profile companies such as Fidelity, GE, Bacardi, Bayer, Mutual of Omaha, REI and Harley Davidson

* The social and business implications of recent cultural developments, from the blockbuster movie "Avatar" to an isolated Kansas community under development as an international center for transcendental meditation

* An in-depth overview of Baby Boomer men, demonstrating how male gender and generational values are shaping business opportunities across many business categories

* Contemporary issues impinging on Boomer men, including their relative (to women) reticence to be proactive about preventative healthcare

* Profiles of several Boomer men, thus helping readers gain insights into this generation of males by reflecting upon a few whose lives have made (and are making) a difference

* A thought-provoking workshop that can help readers gain deeper insights into generational identity and the ways values impact perceptions, both productively and nonproductively, between and among generations

I have dedicated myself to writing a book that is rich with stories and anecdotes while varying chapter length to create an enjoyable reading experience. I hope you agree.
 
I will always welcome your thoughts and comments about this book and, more broadly, your ideas about the future of aging. You can find my contact information easily through online searches.
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Product Details

  • Paperback: 279 pages
  • Publisher: iUniverse (September 21, 2010)
  • Language: English
  • ISBN-10: 1450255337
  • ISBN-13: 978-1450255332
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #2,029,616 in Books (See Top 100 in Books)

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Top Customer Reviews

By Herb on November 22, 2011
Format: Paperback
Finally a book not only about Boomers but also for Boomers. This book combines facts with solid insight that Boomers can use to help guide the part of their lives that is now vibrant for many years to come. Brent Green is a fantastic writer and this book is a perfect Christmas gift for that Uncle, Mother or Father, or friend who has everything. I highly recommend this book for its clarity and it fully lives up to its great title.
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As a person who spent his entire career in marketing and as a leading edge Baby Boomer, I found Brent Green's view of my next twenty years to be in line with my own - optimistic, full of potential and exciting. Marketers have for too long ignored the singular purchasing power and cultural clout of our generation. In the next twenty years we will not only continue to have a dominate influence in both arenas we will be inventing a new life stage. Brent Green understands this, articulates it in language everyone can understand and sets the pace for an exciting future. The shrewd marketer will be well served by taking Mr. Green's analysis to heart.
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Format: Paperback
It you are interested in selling to (or just understanding) Baby Boomers, it's hard to imagine not making "Generation Reinvention" one of your must-reads. Green has dedicated much of his life to the topic and is undeniably one of the country's leading experts on it. He's also an extremely good writer and states his case clearly with thorough research on each point. At some point the purchasing power and outsized influence of this cohort will begin to wane. However until that happens (and as Green makes very clear do not expect a swift decline under any circumstances articles in Brandweek notwithstanding), then marketers are advised to keep up on the the wants and interests of this complex generation.
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Format: Paperback
If you ever sat through a live presentation by Brent Green at a conference like I have, you can not help coming away feeling like Wow! I really learned something important here today -- and that his presentation alone was worth the price of the conference fee.

What are his takeaways?: Useful tips, marketing techniques, and best practice strategies for better understanding Baby Boomers that you can immediately put to effective use no matter what segment of the Boomer space you currently occupy.

Pretty straightforward stuff! Really. Brent presses you to think about and examine your current brand strategy, and what you need to change in order to move your business to the next level of success.

Of course when Brent asked that I lend my voice and review his new book, I accepted without a moment of hesitation. But as I soon found out, it was a more difficult task than I had imagined.

Brent's new book Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Futureh is so thoroughly researched, written, and annotated that you almost get a sense hefs delivering a personal presentation prepared just for you.

Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future is so rich with vital information that I found it difficult to decide what points are the most essential to convey.

Should I place emphasis on the chapter Boomer and the Future of Luxury Brands and then delve into the Cultural Creatives and the Boomer Mindset? Or perhaps I should touch upon how boomers are impacting the future of technology, and how Boomers will be impacting medical tourism?
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Format: Paperback
Through the double lens of advertising and marketing, Brent Green reveals the influence and determination of Baby Boomers - a diverse and unwieldy group whose time is far from over.

The book is an easy read - deceptively so. And there's a special section about marketing to Baby Boomer men - a subject that doesn't get much play, but should. Most advertising campaigns targeting baby boomer men are insulting, simple-minded, and patronizing. Madison Avenue seems to think that ED, Cholesterol, and gray hair is all we care about. (That's like saying all twentysomethings only care about tattoos, iPods, and video games.) Mr. Green corrects these misconceptions.

Generation Reinvention should be read not only by marketers - but sociologists, historians, and journalists.
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