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Edited by Geoffrey P. Lantos Marketing to the Mindset of Boomers and Their Elders Carol M. Morgan and Doran J. Levy, Ph.D. Attitude Base St. Paul, MN 2002 (1st ed.) 383 pp. ISBN 0-9705605-1-6 US$49.95 (Special discounts for bulk purchases available by calling Attitude Base at: 651-228-7250)
email: [email protected]
Library of Congress Catalog Number: 2002091275
Review DOI 10.1108/07363760410525722
Marketing to the Mindset of Boomers and Their Elders follows the authors' first book, Segmenting the Mature Market (Probus) published in 1993, which described three segmentation strategies and set the stage for their ongoing work. This newest release is based on wider insights from the authors' continuing multiple-client studies on boomers and their elders. Since 1989, seven studies were conducted, encompassing over 20,000 people from this market, to complete this distinctive work. This current result Marketing to the Mindset of Boomers and Their Elders - offers nine separate segmentation strategies based on attitudes. Data on demographics, behaviors, and Internet and media usage were also gathered.
The premise for this work is deceptively simple, the work itself deceptively complex. Peter Francese, founding publisher of American Demographics, commented "The attempts by marketing executives to reach those over 50 have been miserably unsuccessful. No market's motivations and needs are so poorly understood. A new way of segmenting those over 50 based on their underlying motivating factors is desperately needed." Marketing to the Mindset of Boomers and Their Elders fills this void ably.
The authors Morgan and Levy, both extremely credentialed and qualified with a long track record in motivational segmentation, set out to create a new, higher standard, which they accomplished. They base...