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Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions
 
 
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Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions (Paperback)

by Brent Green (Author) "Similar to parents naming their new baby, thought leaders from older generations choose a name for a newly arriving generation-whether members of the new generation..." (more)
Key Phrases: Vietnam War, Bahy Boomers, Colorado Springs (more...)
5.0 out of 5 stars See all reviews (12 customer reviews)

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Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions + Boomer Consumer: Ten New Rules for Marketing to America’s Largest, Wealthiest and Most Influential Group + BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
Price For All Three: $60.29

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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.

Product Description
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:

-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.

-- Select the right advertising media to achieve your marketing goals

-- LOHAS: a new lifestyle segment that's changing everything

-- How to plan and organize "bandwagon" Boomer events and promotions

-- Exceptional opportunities for reaching Boomers through the Internet.



See all Editorial Reviews

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: 5.0 out of 5 stars See all reviews (12 customer reviews)
  • Amazon.com Sales Rank: #502,261 in Books (See Bestsellers in Books)

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Customer Reviews

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5.0 out of 5 stars (12 customer reviews)
 
 
 
 
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7 of 7 people found the following review helpful:
5.0 out of 5 stars Make More Money, January 9, 2005
By Jed Diamond "The Men's Maven" (Willits, Ca. United States) - See all my reviews
(REAL NAME)   
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 7 people found the following review helpful:
5.0 out of 5 stars Brent Green Understands the Baby Boomer Market, January 4, 2005
By Dawn Lehman (Denver, CO United States) - See all my reviews
(REAL NAME)   


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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6 of 6 people found the following review helpful:
5.0 out of 5 stars a fascinating and trenchant tome , January 4, 2005
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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Most Recent Customer Reviews

5.0 out of 5 stars Essential reading
Too many marketing books offer only vague, motherhood-and-apple pie advice - particularly when the topic is a broad one. No such danger here. Read more
Published 5 months ago by David Cravit

5.0 out of 5 stars When the
By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. Read more
Published on March 26, 2007 by Greg from LifeTwo

5.0 out of 5 stars Strategic and tactical insights from a practitioner
I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about... Read more
Published on July 18, 2006 by Christie Short

5.0 out of 5 stars A Sociological and Business Breakthrough
This author has truly captured the essence of the values that distinguish boomers from other generations. Read more
Published on July 17, 2006 by Peter Bonnard

5.0 out of 5 stars Covers all of the insights and strategies necessary
The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Read more
Published on February 7, 2005 by Midwest Book Review

5.0 out of 5 stars If Your Competition Reads This and You Don't...
...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... Read more
Published on January 27, 2005 by Mark SA Smith

5.0 out of 5 stars No Author is More Qualified
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. Read more
Published on January 16, 2005 by Gregory A. Dobbs

5.0 out of 5 stars RE Boomers: Green Gets it Right!
As the words "aging boomer" rise in frequency in marketing venues, like feathered scavengers circling a fallen animal in the bush, countless boomer "experts" appear out of nowhere... Read more
Published on January 5, 2005 by David B. Wolfe

5.0 out of 5 stars A Must Read to Understand the Baby-Boom Market Potential
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. Read more
Published on January 4, 2005 by Jeff Libby

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