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:
-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
-- Select the right advertising media to achieve your marketing goals
-- LOHAS: a new lifestyle segment that's changing everything
-- How to plan and organize "bandwagon" Boomer events and promotions
-- Exceptional opportunities for reaching Boomers through the Internet.
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-Ed...
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