Marketing to the Mindset of Boomers and Their Elders: Using Psychographics and More to Identify and Reach Your

by Carol M. Morgan and Doran J. Levy

Marketing to the Mindset of Boomers and Their Elders is the authors' second book based on insights from their ongoing multiple-client studies on Americans 40 years and older. Beginning in 1989, these... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0970560516
• ISBN13: 9780970560513
• Release Date: August 2002
• Publisher: Attitudebase
• Length: 381 Pages
• Weight: 1.50 lbs.
• Dimensions: 10.0" x 0.8" x 6.0"

Customer Reviews

Great research but limited applications

I would like to see new edition of this book that includes how the research can be applied to marketing, etc. Obviously the authors were very diligent, but some of the concepts evolved early in their research and no longer apply. For instance, the prospective demand for estrogen replacement therapy in aging women. Recent studies indicate higher incidences of cancer in women that take certain hormone replacements, thus a shock to the demand for these drugs. Let's get a revision and work with a marketing guru to apply these principles. Also, work with a new editor to make this more readable and less like a textbook. And lower the price and go to paperback, and maybe work with a reputable mainstream publisher like McGraw-Hill.

Reaching out to the 40 and older demographic

Based on twelve years of research involving 20,000 American subjects, Marketing to the Mindset of Boomers and Their Elders by Carol M. Morgan and Doran J. Levy, is an informative and practical guide to reaching out to the 40 and older demographic, using psychographics and other marketing techniques. Individual chapters offer advice on adjusting a marketing strategy toward specific "segments" of the boomer population, characterized by specific personality traits, including optimistic vs. disillusioned, proactive, or "faithful patient" segments of the health-care market. Marketing to the Mindset of Boomers and Their Elders is an unusually insightful and useful look into the mental workings of human demographics and highly recommended reading for anyone charged with marketing services or products to the older segments of the American consumer markets.