Marketing to Boomers and Beyond: Strategies for Reaching America's Wealthiest Market - Tapa blanda

By the end of the decade, the 40-plus age group will control more than 75 percent of America's wealth. Marketers will want to understand this group's product and service preferences, as well as their buying behaviours. David Wolfe, regarded as one of the foremost experts on mature markets, challenges the stereotypes of ageing consumers and offers new insights into how to reach them and keep them loyal for life. He provides proven techniques for tapping the potential of this market and cites examples of real-life marketing triumphs and failures.