Turning silver into gold : how to profit in the new boomer marketplace

Format:

Book

Author/Creator:

Furlong, Mary S., Author.

Language:

English

Subjects (All):

Target marketing--United States.

Target marketing.

Baby boom generation--United States.

Baby boom generation.

Older consumers--United States.

Older consumers.

Consumer behavior--United States.

Consumer behavior.

Investments--United States.

Investments.

Physical Description:

1 online resource (304 pages)

Edition:

1st edition

Place of Publication:

[Place of publication not identified] FT Press 2007

Language Note:

English

System Details:

text file

Summary:

“Mary is an evangelist who has been selling the dream of the boomer/senior market for over twenty-five years. She understands the customer segment better than anyone, and this book reflects her insight.” —Guy Kawasaki, Managing Director, Garage Technology Ventures and author of The Art of the Start “Dr. Mary Furlong is a true visionary. Her insights and market intelligence are consistently spot on and her notions about what to do and how to do it demand serious attention from start up entrepreneurs to Fortune 500 executives. In Turning Silver into Gold she has done a masterful job of revealing a broad range of timely and actionable paths to success. I heartily recommend this book to anyone interested in gaining a better understanding, and meeting the myriad needs, of a maturing population.” —Ken Dychtwald, Ph.D., President of Age Wave, Author of The Age Wave , Age Power , and The Power Years “Mary Furlong’s book has a social heart as well as a business sense. She is trying to assist people who are in business, but not simply for the sake of exploiting a market. Adding value to life is as important to her as it is to us at AARP.” —From the Foreword by Bill Novelli, Chief Executive Officer, AARP “Mary Furlong is an expert on the Baby Boomer demographic as an academic, entrepreneur, and marketer. She has lots to teach about how to successfully reach and impact this enormous market.” —Myrna Blyth, Founding Editor, More Magazine “Furlong displays a genuine grasp of boomer sensibilities, especially those of decency and happiness and the common good; when she speaks of value added, it is not just the markup but how the product or service adds to the pleasure of living right and well.” — Kirkus Business & Personal Finance Report As they age, America’s 78 million baby boomers will live more active, creative, inventive lives than any generation before them. This represents a truly enormous business opportunity. In this book, the world’s number one authority on marketing to “post-50” baby boomers offers a complete blueprint for profiting from that opportunity. Dr. Mary Furlong reveals breakthrough product and service opportunities, and gives you the tools, resources, techniques, and data you need to capitalize on them. She offers powerful insight into baby boomers’ new lifestage transitions in housing, health, fitness, finances, family, fashion, romance, travel, and work–and the new brand choices they’re about to make. Throughout, Furlong combines extens...

Contents:

A global overview of the boomer market

The business of health

Travel : an adventure for the heart, mind, and soul

It's your passion : make it happen

Sex and romance : I'll have what she's having

Jeans, jeans, you're young and alive

Gimme shelter- and a whole lot more

A family of our own choosing

Eldercare : the new midlife crisis

Financing your dream

On the age beat : the media and the message

Growing the boomer business : sales and marketing strategies that really work

The class act : gold at the end of the rainbow.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Description based on publisher supplied metadata and other sources.

ISBN:

9786611060510

9781281060518

1281060518

9780132340199

0132340194

OCLC:

1027152934