Boomer Consumer: Ten New Rules for Marketing to America s Largest, Wealthiest and Most Influential Group

by Matt Thornhill; John Martin

For 40 years, companies and organizations have focused their marketing efforts on young adults 18-49 years old. But today's Boomer Consumer, those 78 million Americans born between 1946-64, are either 50 years old or will be soon. And marketers are confused. They don't know how to treat today's older Boomers, who aren't "seniors" and never will be, but are no longer young adults.

218 pages, Hardcover

First published July 1, 2007