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Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future Paperback – September 21, 2010
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"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"
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.
Top customer reviews
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Brent Green’s fact-filled, easy-to-read, well-organized book succeeds on four levels. It convincingly documents the enormous spending power of Americans over 50; it tells the back-story of Boomer attitudes and emotional triggers; it demolishes the myth that consumers are no longer adaptable after they leave the 18-49 demographic and it provides a practical road map for those who are moved to take action.
The idea of actively marketing/advertising to Boomers is beginning to gain traction outside the traditional health and wealth categories. I recommend this book anyone seeking to come up to speed quickly before the herd finally starts plodding in the direction of the 50+ space.
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? Or should I discuss his thought-provoking analysis of generational sociology and theory and implications for marketing?
Replete with case studies drawn from large and small brands alike, which case study do I dare omit, I am thinking. Then again I can play it safe and focus only on the special section Marketing to Baby Boomer Men.
Fact is, there so much great stuff between the book's covers.
So my goal of this review is simply to prompt you to learn more about the book and judge for yourself. You can find a synopsis of the book here, accompanied with a host of detailed reviews from some of the most influential luminaries in the Boomer marketing space.
A statement of disclosure! It is both a pleasure and a privilege to know Brent Green professionally and as a friend. Thus in part the positive review. But I offer no apology. Brent is the real deal. And there are precious few truly authentic marketing pros out there today. Brent Green happens to be one of them.
Martin Diano - CEO, Boomer Authority Association
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.