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Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions Paperback – March 10, 2006
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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.
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This book provides the first and most comprehensive analysis of marketing to Boomers, predating a slew of newer entries into the category. The historical precursors, cultural influences, and life-stage interactions that motivate Boomer consumers today are not time sensitive.
"Marketing to Leading-Edge Baby Boomers" is a classic in the same sense as “Positioning” by Ries and Trout, “Guerilla Marketing” by Jay Conrad Levinson (who also endorsed Mr. Green’s book), and “Influence” by Cialdini. These books are classics but continue to be relevant now because they all focus on immutable facts of human behavior, perception, and learning. From a generational marketing perspective, so does Brent Green’s book.
From his unique perspective as a counseling psychologist, creative director, and marketing practitioner across four decades of experience, Green’s insights and predictions asserted ten years ago have also proven to be accurate today. For examples, Green predicted dramatic growth of RV sales and educational travel, ten years before the rush. He was among the first to address how this transformative generation will reject and counterattack ageism. He provided helpful illustrations of marketing messages that patronize and antagonize and those that motivate buying behavior.
As with most trend-based business books, a small slice of Green's book was outdated three months after being published—if your primary interest is current sales figures for Harley-Davidson motorcycles or the percent of Boomers over age 60 this year. Then head on over Pew, MetLife, AARP, and others where you can grab the most current statistics online. But if your goal is to understand the statistical trends in context and better predict what's next. Read Green's book to understand the historical precursors, cultural influences, and life-stage interactions that motivate Boomer as people and consumers.
Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions by Brent Green (2006-03-10)
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.