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Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions Paperback – March 10, 2006

4.6 out of 5 stars 19 customer reviews

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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.

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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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: 4.6 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #1,787,021 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Jed Diamond on January 9, 2005
Format: Hardcover
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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This is a Go to Book not only to reach leading edger marketeers but for sociologists, gerontologists, anthropologists, and church leaders. A primer in boomer dreams, desires, culture, and spirituality. It is book of future trends and how life as we know will be changed by boomers. It is a must read for Church leaders, who drank the koolaid on all the long abandoned marketing myths about advertising, (like the way to build the future church is to target young adults because they will be brand loyal) long ago. If you substitute the word evangelizing and disciplemaking for advertising and marketing in this book, then you can understand why many mainline churches aren't growing in numbers. Brent Green's original work in gerontology in collaboration with groundbreaking gerontologists has been profound and comes through time and again in this book. Because there are only a few seats available to hear Brent live, this book is the next best thing to hearing him live where he inspires +50's to look at their maturing selves differently.
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Format: Hardcover
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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Format: Hardcover
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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Format: Hardcover
...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 sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.

In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
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Format: Hardcover
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. This makes his newly expanded bible on baby boomers the authoritative source on this huge generation's economic realities, its social priorities, and its new energy for youthful lifestyles.

In his first edition, Green pulled the peel off the way baby boomers have turned away from the inflexible, stultifying habits of their parents. As the title of this Second Edition says, he has added perceptions, principles, practices, and predictions here that give any reader the best possible understanding of the biggest, richest generation in America. If you're selling anything baby boomers might want, you've got to read this book.

Greg Dobbs, Executive Editor, BoomerCafé.com
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