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Title: Marketing to Leading-Edge Baby Boomers by Brent Green ISBN: 0-595-26409-3 Publisher: Writers Advantage Pub. Date: January, 2003 Format: Paperback Volumes: 1 List Price(USD): $16.95 |
Average Customer Rating: 4.56 (9 reviews)
Rating: 5
Summary: This book has it all
Comment: This book achieves a dual purpose that I found extremely gratifying. It helped me understand the leading edge baby boomers in a way that I never have before. It also gave me insights about specific ways to market my services to this group.
I've read many books that give general marketing ideas, but none that goes right to the heart of this unique group of men and women and offers information that I can use to reach them.
As a bonus, the book is enjoyable to read and offers unexpected and interesting insights about the world around us.
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 in such a way that they leave the encounter feeling they were deeply nourished. It means working together with people to make a better world.
This is an exceptional and unusual book which I highly recommend for your consideration. After reading it, I couldn't wait to put many of Brent's insights into practice.
Rating: 5
Summary: Boomers shared values predict profound consequences
Comment: Green develops an interesting approach to cohort marketing by presenting the sociology of the boomer generation. His initial thesis rests on an important observation by a German social psychologist called a "zeitgeist." As Green posits in a stimulating essay near the end of the book: "When a middle-aged individual struggles with aging, it is called an identity crisis. When a generation struggles with the same fact of life, it is called a zeitgeist-a shared feeling for an era, a spirit of the times." Green argues that the leading-edge boomers shared an extraordinary zeitgeist when they became young adults due to the galvanizing influences of the Vietnam War era and the cultural revolution. As a result of this unique passage into adulthood, they share many unique generational life-values. Now that they have become middle-aged adults, boomers are sharing another zeitgeist that will not only change the way they behave in a consumer society, this shared experience of aging by such a large and influential generation will eventually change America's conception of aging ... hopefully for the better. In this context, Green's book also poses a warning about generational discrimination and ageism, a combined concept he calls "genism." The book is crisp but intellectually powerful and raises many interesting ideas that connect social psychology with buying behavior. This book truly stands apart for its insights and how the writer expresses these ideas in clear, easy-to-read prose.
Rating: 5
Summary: Practical approach to more successful boomer marketing
Comment: An insightful and intellectually thought-provoking book, and the most helpful marketing book I've read in a while. The author's articulate, yet succinct approach gives the reader a clear understanding of the growing opportunity that awaits those who effectively communicate with the Leading-edge Baby Boomer segment. Most importantly, the strategic marketing framework plus Green's colorful, real life examples and psychological perspective, provide readers with a solid, concise grasp the cohort. This is a practical guide that I will re-read and reference to help my healthcare company get better results and more dollars from a lucrative segment.
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