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Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions Paperback – March 10, 2006


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Product Details

  • Paperback: 336 pages
  • Publisher: Paramount Market Publishing, Inc. (March 10, 2006)
  • ISBN-10: 0976697351
  • ISBN-13: 978-0976697350
  • Product Dimensions: 8.9 x 6 x 1 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #867,131 in Books (See Top 100 in Books)

Editorial Reviews

Review

Brent Green has done a terrific job of defining the needs and aspirations of the "tip of the arrow." -- John Zweig, Chairman of Specialist Communications, WPP Group

Brent Green knows about marketing to Baby Boomers and he proves it in this masterful and easily readable book. -- Jay Conrad Levinson, author of the Guerrilla Marketing book series --This text refers to an out of print or unavailable edition of this title.

From the Author

The influential generation that propelled youth marketing is now transforming what it means to be over 50...and fortunes are about to be made. This book tells why and how.

More About the Author

Brent Green is an author, speaker, trainer and marketing consultant focused on Baby Boomers, the generation born between 1946 and 1964. With over $2.3 trillion in annual spending power, this wealthy and influential cohort is rapidly changing the way businesses address adults 46 and older. He is the author of "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions" and "Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future."

Brent is a sought-after keynote speaker about Boomers, business and nonprofits and is often called upon for expert commentary by news media such as The Los Angeles Times, CNN Headline News, The Wall Street Journal, US News & World Report, Business Week, and The New York Times.

Established in 1986, Brent Green & Associates, Inc. develops integrated marketing communication programs with emphasis on direct response media, integrated promotions and executive training. The firm has received over 50 regional, national and international awards for creative and strategic excellence, notably, the Direct Marketing Association's International Gold ECHO Award.

Brent has served in a leadership capacity with many professional and public service organizations, including as board member and chairman of the Colorado Springs Convention & Visitors Bureau, board member for Junior Achievement, and as programming vice president for the Business Marketing Association and the Rocky Mountain Direct Marketing Association. He is also a member of the Leaders Circle of the Business Forum on Aging for the American Society on Aging and executive director of the Foundation for American Boomers.

Customer Reviews

4.9 out of 5 stars
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See all 15 customer reviews
This makes Brent quite lethal -- a two-gunned gunslinger.
Chuck Nyren
I consider this book essential reading for anyone interested in understanding, and reaching, the Boomer market.
David Cravit
If you are a baby boomer and/or marketing to baby boomers, you will find this book intriguing and enlightening.
Dawn Lehman

Most Helpful Customer Reviews

9 of 10 people found the following review helpful By Jed Diamond on January 9, 2005
Format: Paperback
This book achieves a dual purpose that I found extremely gratifying. It helped me understand the leading edge baby boomers in a way that I never have before. It also gave me insights about specific ways to market my services to this group.

I've read many books that give general marketing ideas, but none that goes right to the heart of this unique group of men and women and offers information that I can use to reach them.

As a bonus, the book is enjoyable to read and offers unexpected and interesting insights about the world around us

There has been a lot written about the Baby Boomers, but nothing that has been written comes even close to giving you the information you need to reach this huge demographic in an effective way.

There are many people who understand the Baby Boomers.

There are many people who understand marketing.

There are precious few who understand both.

Brent Green is one of those unique people who truly taps into the deepest needs of the Boomers. Not only that but he will give you the tools you need to meet those needs with your goods and services, and to do so over and over again.

If you want to increase your income and get inside the hearts, minds, and souls of the Boomer generation, get this book.

It will be the best investment you ever made.
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7 of 8 people found the following review helpful By Dawn Lehman on January 4, 2005
Format: Paperback
If you are a baby boomer and/or marketing to baby boomers, you will find this book intriguing and enlightening. It is a marketing book, a social commentary book, and a literary book all in one.

My advice is to read chapters one and two first to get an excellent overview of generational designations, and a concise description of the baby boomer demographics and history. Then move to the Afterwords at the end of the book - "Baby Boomers at Midlife", "Becoming digital...a Boomer's trip," and "Baby Boomers, 2028." These are quick, delightful reads, and they give you an entertaining and literary feel for the subject matter and for the author's outstanding writing ability.

Once you've digested those portions, go back to the beginning of the book and dig into each chapter. You'll find a wealth of factual information, historical perspectives, and future implications for boomers and those marketing to boomers. It's a fascinating, sometimes unsettling read, especially if you are a baby boomer yourself.

The author, Brent Green, has written a well-researched, insightful and original book about marketing to the baby boomer generation. I haven't seen anything else like it out there. I highly recommend it.
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7 of 8 people found the following review helpful By Chuck Nyren on January 4, 2005
Format: Paperback
Brent grasps the young/old boomer dichotomy. If you market to boomers and just play the 'forever young' card, you're in big trouble. Likewise, if you treat us only as people getting old, you've lost us again. Brent's practical approach, by using examples of actual marketing and advertising campaigns, explains to marketers what works and what doesn't. He coaches advertisers how to fuse concepts that on the surface appear to be mutually exclusive.

The 2nd edition has a section on copywriting. This makes Brent quite lethal -- a two-gunned gunslinger. In one holster, marketing -- in the other, advertising.
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6 of 7 people found the following review helpful By Mark SA Smith on January 27, 2005
Format: Paperback
...you'll never know what hit you.

Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.

In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
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5 of 6 people found the following review helpful By Gregory A. Dobbs on January 16, 2005
Format: Paperback
No one knows baby boomers better than this leading-edge boomer himself.....and no one has studied the ways other generations perceive baby boomers more than Brent Green. This makes his newly expanded bible on baby boomers the authoritative source on this huge generation's economic realities, its social priorities, and its new energy for youthful lifestyles.

In his first edition, Green pulled the peel off the way baby boomers have turned away from the inflexible, stultifying habits of their parents. As the title of this Second Edition says, he has added perceptions, principles, practices, and predictions here that give any reader the best possible understanding of the biggest, richest generation in America. If you're selling anything baby boomers might want, you've got to read this book.

Greg Dobbs, Executive Editor, BoomerCafé.com
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5 of 6 people found the following review helpful By Jeff Libby on January 4, 2005
Format: Paperback
Marketing to Leading-Edge Baby Boomers absorbs one's own thoughts of how Vietnam & the '60's and '70's chiseled much of this generation's current perspectives and values. Brent Green succinctly describes how this baby-boom generation opts to retain their youth, exuberances, and imperatives from that '70's era, but in a more mature, seasoned way. An insightful take on who we were, and are as a demographic result of this time in our history. The chapter on how boomers don't see themselves necessarily growing older in lifestyle choices, but rather, living younger - so well states the context in which this group seeks its current lifestyle and consumption choices. A must read for putting into text a descriptive canvas of this unique generation...
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