Marketing to Leading-Edge Baby Boomers [Import] [Print on Demand (Hardcover)]

Brent Green (Author)

Product Details

• Print on Demand (Hardcover): 204 pages
• Publisher: iUniverse.com (January 1, 2003)
• Language: English
• ISBN-10: 0595655963
• ISBN-13: 978-0595655960
• Product Dimensions: 9.5 x 6.3 x 0.8 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #6,563,580 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars A marketing book by someone with a marketing track record, March 20, 2004

By 

Ernest Hightower "WriterGrad" (Boston, MA) - See all my reviews

This review is from: Marketing to Leading-Edge Baby Boomers (Paperback)

Some new marketing books "catch the wave" and achieve overnight bestseller status, especially those that promise instant success: permission marketing, viral marketing, emotional marketing, and on and on. Green's book does not give pat formulas or suggest easy answers; it reveals insights and proposes strategies. The book is full of anecdotes and case studies from his successful career in marketing. That's a plus. It's refreshing to read a marketing book by someone who has actually been a practitioner and has a track record. Too many marketing books are also way too theoretical or academic. The author admits his own activism during the Vietnam War era and couples the lessons of that time with decades of experience as an advertising executive. He provokes new thinking about social issues often taken for granted (at least by me until I read the book). The book made me aware of what some marketers are doing well and what a larger group is doing wrong when it comes to baby boomer advertising. Green shares interesting insights about boomer history, debunks some myths that crop up in conservative media, and calls for a better conception of aging. If the author is so inclined, however, it would be helpful to see a second edition with more "how-to" information.

6 of 6 people found the following review helpful:

5.0 out of 5 stars This book has it all, May 14, 2004

By 

Jed Diamond "Helping Men and the Women Who Lo... (Willits, Ca. United States) - See all my reviews
(REAL NAME)   

This review is from: Marketing to Leading-Edge Baby Boomers (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.

From beginning to end we feel the care and humanity of the author and know that marketing means more to him than selling product. It means meeting people where they live and engaging them in such a way that they leave the encounter feeling they were deeply nourished. It means working together with people to make a better world.

This is an exceptional and unusual book which I highly recommend for your consideration. After reading it, I couldn't wait to put many of Brent's insights into practice.

6 of 6 people found the following review helpful:

5.0 out of 5 stars Boomers shared values predict profound consequences, March 26, 2004

By 

Fonda Wharton (Atlanta, GA) - See all my reviews

This review is from: Marketing to Leading-Edge Baby Boomers (Paperback)

Green develops an interesting approach to cohort marketing by presenting the sociology of the boomer generation. His initial thesis rests on an important observation by a German social psychologist called a "zeitgeist." As Green posits in a stimulating essay near the end of the book: "When a middle-aged individual struggles with aging, it is called an identity crisis. When a generation struggles with the same fact of life, it is called a zeitgeist-a shared feeling for an era, a spirit of the times." Green argues that the leading-edge boomers shared an extraordinary zeitgeist when they became young adults due to the galvanizing influences of the Vietnam War era and the cultural revolution. As a result of this unique passage into adulthood, they share many unique generational life-values. Now that they have become middle-aged adults, boomers are sharing another zeitgeist that will not only change the way they behave in a consumer society, this shared experience of aging by such a large and influential generation will eventually change America's conception of aging ... hopefully for the better. In this context, Green's book also poses a warning about generational discrimination and ageism, a combined concept he calls "genism." The book is crisp but intellectually powerful and raises many interesting ideas that connect social psychology with buying behavior. This book truly stands apart for its insights and how the writer expresses these ideas in clear, easy-to-read prose.