After Fifty: How the Baby Boom Will Redefine the Mature Market (Hardcover)

~ (Editor) "When baby boomers were in their early 20s and late teens, they were the segment to attract and sell..." (more)
Key Phrases: wage income increases, postwar cohort, boomer segment, Trailing Edge, Historical Romantics, Experiential Adventurers (more...)

Editorial Reviews

Product Description

Baby boomers are an incredibly lucrative market. But in their rush to appeal to youth, many companies have lost contact with baby boomers as they mature. The experts who contributed to this book find that boomers refuse to think of themselves as old even as they seek some of the comforts of mid-life. As they move through their peak earning years and into retirement, they still have a sense of fun and self-confidence. As perpetual learners, boomers continue to be information hungry and willing to adopt new technologies. Moreover, they recognize that good health will keep them young and they work to stay healthy.

Leading authorities in the fields of leisure and travel, financial services, apparel, fast food, technology, and health care tell you what boomers want from these industries. You will find:

• Details of today’s boomer demographics compared with the generations before and after and data on their attitudes based on several representative surveys in the past year
• Advertising campaigns that have worked for leisure companies and destinations
• What mature Boomers are demanding of fast food
• How technology fits into their lives
• Why apparel companies need to rethink their designs for boomer women
• What boomers expect of their financial advisors
• Insights into their "drugs of choice" for combating high cholesterol and high blood pressure

Don’t write them off just yet! Place your order now to make sure you stay ahead of the generation that has at times been referred to as, "A pig moving through a python." This book gives you the information you need to sell to boomers After Fifty.

About the Author

Leslie M. Harris, Ph. D., managing partner of Mature Marketing & Research, is also founder and chairman of Focus on Boston, a focus group and video conferencing company. Mature Marketing & Research, which was formed in 1996, provides a full range of research services including a quarterly survey of the 50-plus market. Areas of specialization include financial, travel and leisure, pharmaceuticals, personal and health care, computers and the internet, and retirement communities. Dr. Harris established the statistics curriculum at the graduate school of Adelphi College and has taught graduate school courses in business forecasting at Fairleigh Dickenson University and marketing and marketing research courses at Pace University. In the 1980s, he served as executive vice president at Marketing Research Associates and as ad hoc research director for the Lee Eliott, Bob Launcey and Riedl advertising agencies. His responsibilities included the design and implementation of both qualitative and quantitative projects. Dr. Harris has served as a research consultant to the American Iron and Steel Institute, the Singer Company, the Junior League of New York, and the Analysis and Programming Corporation of Greenwich, Connecticut.

Product Details

• Hardcover: 180 pages
• Publisher: Paramount Market Publishing (August 2003)
• Language: English
• ISBN-10: 0972529020
• ISBN-13: 978-0972529020
• Product Dimensions: 9.2 x 6.2 x 0.7 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon.com Sales Rank: #1,443,120 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars An excellent and thoroughly "reader friendly" assessment, September 21, 2003

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

Compiled and edited by Leslie M. Harris (Managing Partner of Mature Marketing & Research), After Fifty is a solid, business-minded guide to the lucrative market of the maturing baby boomer generation, now moving past peak earning years into retirement. An assembly of informed and informative articles by marketing experts Leslie M. Harris, Theodore L. Reed, Howard Willens, Amy Myers, John Nielson, Anne Devereux, Ron Paul, Jacqueline Rodriguez, Michelle Edelman, Sherri Akers, and Joan Seamster, After Fifty provides statistics, demographics, reasoned hypotheses, hard facts, and more. Taken together, these articles and essays provide an excellent and thoroughly "reader friendly" assessment that covers an aging "baby boomer" market's demands with regard to travel & leisure, fast food, apparel, technology, health care, financial services and much more.