After sixty
Subtitle: marketing to baby boomers reaching their big transition years
By: Leslie M. Harris, Michelle Edelman, editors
Publisher: Paramount Market Pub.
Published: 2006
Place of publication: Ithaca, NY
Language: eng
Number of pages: 194
ISBN-13: 9780978660208
Subjects: Marketing; Consumer behavior; Market segmentation; Older consumers; Baby boom generation
Description: Experts who have been studying Baby Boomers for decades provide their insights on the how Boomers may respond to marketing, the workplace, financial and economic issues, use of leisure time, health, food service, and grandparenting.
Notes: Includes bibliographical references and index.
Table of contents: title: The marketing generation gap : why leading-edge boomers are starting to hate your marketing / Michelle Edelman; title: Standards of living for leading-edge boomers : does the disappearing middle class impact them too? / Theodore L. Reed; title: Boomer women : putting the "care" in health care / Anne Devereux and Jennifer Chanowitz; title: Baby boomers and fast food : no slowing down / Ron Paul and Rita Negrete; title: Wealth with wisdom : serving the needs of aging consumers / Pat Conroy and Ajit Kambil; title: Earning, saving, investing, spending, managing money : into the home stretch, or once more around the track? / Sheila Reilly; title: The great investment boom / C. Troy Shaver, Jr.; title: Retiring the human resource / Owen Jenkins; title: Crossing the 60 threshold : how leading-edge boomers will transform the economy / Theodore L. Reed; title: Boomer grandparents : a hidden market, until now / Richard J. Anthony, Sr. and Christine Crosby; title: Ten industries that aging boomers will transform / Matt Thornhill and John Martin; title: Marketing myopia, U.K. style : U.K. companies are ignoring the biggest marketing opportunity of the decade / Dick Stroud.