Marketing To Leading-Edge Baby Boomers: Perceptions, ...

By 2010, 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 front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:BRBR -- Critical bipolar metavalues that influence the buying behavior of Leading-Edge Baby Boomers.BRBR -- Select the right advertising media to achieve your marketing goalsBRBR -- LOHAS: a new lifestyle segment that's changing everythingBRBR -- How to plan and organize bandwagon Boomer events and promotionsBRBR -- Exceptional opportunities for reaching Boomers through the Internet.BRBR