Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions

New revised edition! In just six years, 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 frontrunners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. They have never been shy about applauding brands when products meet their astute expectations. This essential marketing guide presents stimulating chapters that will teach you: -- Critical "bipolar metavalues" that influence Boomer buying decisions -- How to select the right advertising media to achieve your marketing goals -- The emergence of LOHAS: a new lifestyle segment that's changing everything -- How to create advertising that transforms your brand into a Boomer favorite -- How to plan and organize "bandwagon" Boomer events and promotions -- The exceptional opportunities for reaching Boomers through the internet After reading this book, you will be prepared to benefit from the most lucrative marketing opportunity of the century.