Based on massive, innovative, original and on-going research. Conducted since 1989 on 20,000 respondents to date, this research has gathered more than 50 million pieces of data and created nine separate psychographic segmentation strategies. These strategies offer a unique and deeper perspective on this highly diverse market, now our largest and most lucrative. The book's insights can be used by anyone attempting to identify, target, or influence persons 40 and older.

For the next 20 years, roughly 10,000 citizens will hit medicare eligibility each and every day. Understanding their attitudes, interests, spending patterns, buying preferences and the emerging opportunities for profiting by targeted development and marketing of products and services to them is vital to the forward thinking entrepreneur and marketing executive. There is no product, service, industry or profession category unaffected by this demographic sea-change. The leading-edge boomer and senior population quietly controls the majority of the deiscretionary spending and investing capability, so this is the roadmap to the money.

SELL TO THOSE WHO SPEND: Market to the Affluent THE SCARY TRUTH: The middle-class consumer population—and their buying power—is massively shrinking. Customers are buying less and in fewer categories. THE SILVER LINING: It takes no more work to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service, and experiences. Millionaire maker Dan S. Kennedy, joined by branding experts Nick Nanton, J.W. Dicks and team, show you how to re-position your business, practice, or sales career to attract customers or clients for whom price is NOT a determining factor. Learn how to sell to those who will always be spending. • Practical Strategies Revealed: Ritz-Carlton, Disney, Harrah’s Entertainment, Dove, AARP, Dr. Oz, Starbucks, Williams-Sonoma, DeBeers, the health and wellness industry and many other fascinating and diverse true-life examples • E-Factors: 10 surprising Emotional Buy Triggers the affluent find irresistible • Stop Selling Products and Services: Learn how selling aspirations and emotional fulfillment is more profitable • StorySelling™: Learn how to scale the affluents’ “sales wall” • Million-Dollar Marketing System: Step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use

Go Where the Money Is BOOMERS & SENIORS: Hold over 50% of the nation’s wealth and more of its discretionary spending 46% have net worths exceeding $2-million Hold $1 out of every $2 available to advertisers, marketers, merchants, and service providers This is not a book about social good or business excellence or broad, big, sweeping ideas. It is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it —on just about everything, and more of it, at higher average prices than any other consumers. Covers: What leading-edge boomers and seniors buy and why they buy it: the diversity and amount of their spending will surprise you Opportunities with The Affluent and The Still-Working: while 10,000 retire every day, 72% of boomers plan to keep working past age 65 The power of profiling: learn how to sub-divide this market, develop the profile of your ideal customer within this demographic, and use it profitably The New American Family: 2 and 3 generations under one roof: what does this mean to your business? The 10 best advantages of marketing to boomers and seniors and how to leverage them: Capitalize on conditioned behaviors and imbedded commands How to incorporate the power of…frame of reference, familiarity, classic credibility, fear and stress reduction, aspirations, and ambition in your advertising, marketing, and selling Lessons from and secrets of: AARP, Disney, Playboy, psychics and mentalists, 7-figure income financial advisors, dentists and lawyers, the mattress store with prices starting 6X the national price average, the J. Crew Co., Facebook, Coke vs. Pepsi, and others

Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.

Guidance you need to understand and embrace the nations most economically dominant generation. B. Joseph Pine II, coauthor, The Experience Economy and Authenticity The first book about Boomer men to integrate gender and generational insights into a framework marketers can use. Marti Barletta, author, Marketing to Women and PrimeTime Women a masterful job of envisioning how Baby Boomer men are about to transform the cultural narratives about aging and maturity. Ken Dychtwald, Ph.D., author, Age Wave and Age Power Born from 1946 to 1964, Baby Boomers represent 26 percent of the U.S. population. But pervasiveness alone does not capture their story of continuing influence and reinvention. Boomers have shaped every life stage theyve experienced. With the majority now over age 50, they are again changing business practices and institutions, from dawn of medical tourism to later-life entrepreneurialism. They are still shaping popular culture, from blockbuster films to stadium filling rock concerts. This book gives you astute glimpses into what it means to be part of the generation. Through this lens youll discover how you can improve marketing communications, product and service development, nonprofit value, and public policies. A special section looks at marketing to Baby Boomer men, including: Historical, technological, social, and cultural touchstones; Underdeveloped ways to combine gender and generational nuances; New segmentation research about the Boomer male cohort. The next few chapters of western society will include Boomers as influential protagonists, while Generation Reinvention continues to change the meaning of business, marketing, aging, and consumerism. Accurately forecasting the Boomer future has significant monetary implications for numerous industries. Some choose to see problems with Boomer aging. Readers of this book will come to see extraordinary opportunities. Brent Green is an award-winning strategist, creative director, copywriter, author, speaker, and consultant focusing on generational marketing. He is also author of Marketing to Leading-Edge Baby Boomers. He lives and reinvents himself in Denver, Colorado.

The ultimate Dan Kennedy collection. Millionaire-maker Dan S. Kennedy has told it like it is for over 30 years: If you're not focusing on converting social media traffic into sales, you might as well set your money on fire. Now, this ultimate collection of Kennedy's best sales and marketing wisdom from 12 of his best selling titles, showcases the top content from the legendary millionaire maker himself. Kennedy teaches business owners the customer-getting, sales-boosting, classic marketing strategies you need so you can stop accepting non-monetizable "likes" and "shares" and start making the marketing moves that really count. Inside, you will learn: The most powerful marketing tactics no matter what business you're in How to get riches with niches and become a magnet to your customers The monetizing magic of crafting effective communication The #1 way to prevent wasted marketing dollars 5 ways to grow your list for FREE (before spending a dime on advertising) How to turn passive content into an active conversion tool Create raving fans who introduce you to their networks Discover the principles behind successful marketing campaigns and start making dollars and cents out of your social media strategy.

Significant demographic changes are altering the structure of the American population. Larger numbers of immigrants are entering the work force, will become part of our aging population, and increasingly, are providing care for the elderly. Family structures and communities are evolving as marriage, childbearing, divorce, and cohabitation trends are changing. The working population that supports the elderly, physically and economically, is also changing and will most likely become smaller and less able to support this growing population. What does this mean for the well-being of our aging population and our efforts to ensure the quality of life for our elderly now and that we will want to enjoy ourselves as we become part of this older population? In this volume Drs. Schaie and Uhlenberg and a host of leading scholars look at the current structure of the American population in an effort to determine the impact it will have on the lives of the elderly and those growing older with disabilities and chronic illness. They examine the effects of the aging baby boomers on health care, migration and immigration and how it can support or tax health care networks, cultural issues regarding access to health care, and changing cultural attitudes towards marriage and family that are affecting the relationships between the elderly and their communities.

A comprehensive guide to creating dynamic, successful, and innovative library programs that cater to the specialized needs of older adults—an important and growing user group. Crash Course in Library Services for Seniors provides a refreshingly positive approach to working with older adults—one that focuses on the positive effects of aging on patrons, and the many opportunities that libraries can create for themselves by offering top-notch services delivered with a concierge mindset. The book offers page after page of great programming ideas specifically for reaching out to Baby Boomers and older customers—a population that is predicted to double over the next 20 years. Organized in only six chapters, this easy-to-read book provides practical suggestions for making any library a welcoming place for older adults, covering topics such as assessment, planning, programming, services, marketing, and evaluation. This title will be invaluable to public librarians interested in expanding and improving their current programming for older adults within their community, and for those looking to create entirely new programming for seniors.