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MARKETING
TO BABY BOOMERS |
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Marketing to
Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions |
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ORDER YOUR COPY NOW! |
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“Every
day I see examples of your work in marketing. AMEX, Newsweek, Public
Television, and AARP are just a few of the organizations that are rehashing
everything that is already in your book.” |
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—
Stephen Rosendale, CSA, Stephen Rosendale
Insurance, Long Beach, New York (excerpted from unsolicited letter to the
author) |
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Because of the commercial and
critical success of the
first and second editions, Brent Green has expanded his book to include more
thought-provoking critiques of current Baby Boomer marketing and advertising programs, how-to
chapters devoted to marketing tactics, and bold predictions about this
generation in the coming years. With
5,000 words of additional content,
this edition addresses suggestions
offered by many thoughtful readers. |
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The 3rd edition, now in paperback, has been published by
Paramount Market Publishing, a
company specializing in business books and under the capable direction of
Doris Walsh and Jim Madden, two highly respected veterans of
American Demographics magazine. PMP publishes many excellent books, including Why People Buy
Things They Don't Need, Marketing to American Latinos, The
Great Tween Buying Machine, and Advertising to Baby
Boomers. |
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Like the
2nd edition, the paperback edition has been divided into four sections: |
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Perceptions
... in-depth analysis of how Boomers are
being viewed by pundits, critics and the media and why these
perceptions influence Boomer values and buying behavior |
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Principles
... insights about boomer
culture, attitudes,
preferences, and values, including Brent Green's intriguing theory
of Bipolar Metavalues |
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Practices ...
consumer research concerning Boomer purchasing preferences, including comprehensive
new chapters devoted to advertising copywriting, event
marketing, promotions, and reaching Boomers through the Internet |
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Predictions
... a challenging section that boldly
considers the future for Boomers, with disturbing predictions about social and
economic hurdles on the horizon |
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Please
email Brent Green with your comments or
questions. Put
“MLEBB” in the subject line so your message doesn't get lost
in the spam. |
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Stay
abreast of this dynamic market. Visit Brent Green's
BOOMER BLOG |
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Marketing to
Leading-Edge Baby Boomers is the
most comprehensive analysis of the Boomer marketing paradigm ever written, with
325
pages of interesting, challenging, and original information.
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The
expanded edition presents chapters that will teach you:
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 | Critical “bipolar metavalues” that
influence Boomer buying decisions |
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| How to select the right
advertising media to achieve your marketing goals |
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| Why mature audiences receive
advertising messages differently |
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| The emergence of LOHAS: a new
lifestyle segment that’s changing everything |
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| How to create advertising that
transforms your brand into a Boomer favorite |
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| How to plan and organize
“bandwagon” Boomer events and promotions |
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“Brent
Green has done a terrific job of defining the needs and aspirations of the
'tip of the arrow.' Many new insights ... beautifully expressed. The
superior writing really differentiates this book.” |
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— John Zweig, Chairman,
Specialist Communications, WPP Group |
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“From
beginning to end we feel the care and humanity of the author and know that
marketing means more to him than selling product. It means meeting people
where they live and engaging them so they leave the encounter feeling deeply
nourished.” |
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— Jed Diamond, Director,
MenAlive, Author, Male Menopause and Irritable Male Syndrome |
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“Brent
Green knows a thing or three about marketing to Baby Boomers, and he proves
it in this masterful and easily readable book. If you don't know what he has
to tell you, there's a yawning void in your marketing education.” |
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— Jay Conrad Levinson, Author,
Guerrilla Marketing series of books |
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Copyright ©
2010, Brent Green & Associates, Inc., All Rights Reserved |
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