The Maturing Marketplace: Buying Habits of Baby Boomers and Their Parents

by George P. Moschis, Anil Mathur, Euehun Lee, et al.

The buying habits of baby boomers really do differ from those of their parents. The authors show how marketers can use each group's consumption patterns to reach both markets most effectively. Another insight: buying habits of these groups differ according to the product or service offered. By analyzing each cohort's buying habits in various purchasing situations, the book dramatizes the need for customized marketing strategies. Based on two national...

• Format: Hardcover
• Language: English
• ISBN: 1567203442
• ISBN13: 9781567203448
• Release Date: April 2000
• Publisher: Praeger
• Length: 320 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.2" x 6.4" x 9.6"