Financially attractive markets -- Opportunity research -- Market assessment -- Internal capability -- Customer identification -- Strategy -- Innovation -- Promotion -- Pricing and distribution -- Health and beauty -- B2B marketing -- 21st Century 'Es'.

Using familiar examples, Nyren advises how to change prescription drug advertising, discusses planned retirement communities and the ways that they can be made more appealing to maturing consumers, and more importantly, offers valuable advice on the advertising of general consumer goods and services. Exploding the myth that Baby Boomers just want to retreat to their younger years, Nyren explains that Boomers are not hung up on age. "Who actually thinks about his or her age all the time, or even very often?" he asks. "Contrary to social commentators, the media, and certainly advertising agencies, most of the time we are who we are: people in our middle age, and not much different but a little different than other generations were in their middle ages. We're not jumping in mosh pits while juggling cans of soda, trying to be eighteen again.

Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment. Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy. New to this Edition: - Revised and updated throughout to take into account new developments in the field - Includes up-to-date and innovative coverage of the public sector, digital marketing and social media

Foreword by Paco Underhill Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more. One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the "boom" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women. But what is it that will make these women spend their money on your products? Meet Mary Brown and Carol Orsborn, whose exclusive business it is to find out what makes Baby-Boomer women tick -- and buy. With BOOM, they reveal the results of proprietary research that has helped their firm’s five-star clients outclass the competition by reaching and resonating with this powerhouse demographic. BOOM brings together the insights of dozens of market leaders in a wide array of industries, insiders who have learned (sometimes the hard way) what works and what doesn’t in the battle for the hearts and minds of the ""ultimate power consumer."" You will learn: How to increase your market share of today’s most lucrative consumer demographic What your competition and other industry leaders are doing to reach Baby- Boomer women How to minimize the risks and maximize the potential of your efforts in this market How to find, interpret, and present information and statistics and build a strong business case to your colleagues, shareholders, company executives, and others Intelligence for making savvy decisions and communicating the clear message that your target customer wants to hear You’ll also get the authors’ exclusive Imago Diagnostic (ID) tool for identifying exactly what resonates with Boomer women, along with the Seven Things You Don’t Know About Baby-Boomer Women (But Should). At the age when they are more financially comfortable than ever, Baby-Boomer women are now poised and energized to drive consumer markets to unbelievable new highs. With the eye-opening information and cutting-edge strategies in BOOM, your company will be set to enjoy an amazing ride to the top.

This title shows leisure industry professionals how to attract the emerging and lucrative 'Baby Boomer' market by using evidence based research to understand the 'Boomer' generation's leisure values, interests and needs. It contains staff training strategies, marketing strategies and a guide to developing successful 'Boomer' programmes.

"The purpose of the Yearbook of Experts is to provide bona fide interview sources to working members of the news media"--Page 2

"Bold and bittersweet, a tragedy wrapped in a comedy. You can read it and laugh, or weep, but always with the shock of recognition." -Landon Y. Jones, best-selling author and National Book Award nominee for Great Expectations: America and the Baby Boom Generation Walter "Boomer" Stapleton has good reason to believe that he is the ultimate stereotype: divorced, middle-aged, tired of his job, involved with a much younger woman, and soon to lose his only child to college. He is a Baby Boomer, one of an anonymous seventy-seven million Americans at or approaching midlife. With his fiftieth birthday just around the corner, Boomer is finished being a poster child for his generation and determined to forge a new path despite his progressively shrinking set of life options. He quits his job and leaves friends and family behind to move to New Orleans to play zydeco on his accordion. But what he encounters in The Big Easy leads him even deeper into the realm of uncertainty about who he is and where he really belongs. From the halls of corporate America to the sidewalks and clubs of New Orleans, Boomer at Midlife lampoons the self-conscious Baby Boomers in a story that is at once comic, nostalgic, and melancholy.

Discover a vital source of volunteers for your organization By the year 2020, there will be 65 million people aged 65 and over living in the United States—a new generation of active older adults expecting to use the expertise, experience, and life skills they’ve gained to make valuable contributions to society in their retirement years. Civic Engagement and the Baby Boomer Generation presents the latest research findings and evaluation studies that help promote a thorough understanding of the programs, policies, and civic opportunities available to people aged 50 and older. This unique book is an essential resource for nonprofit organizations seeking to meet their needs with a generation of volunteers eager to explore new options, work in new capacities, and continue lifelong learning. More than any previous generation, baby boomers (born between 1946 and 1964) are defying stereotypes about aging while seeking new and meaningful lifestyles. Civic Engagement and the Baby Boomer Generation defines an agenda for future policy, research, and practice to help reverse the well-documented decline in civic engagement in the United States, providing older Americans with opportunities to have an impact in their local, national, and global communities. The book’s contributors focus attention on the value of civic engagement in creating vital social capital and social networks. Civic Engagement and the Baby Boomer Generation examines: current issues and trends in civic engagement results from senior corps. examinations expanding youth service concepts lifelong learning institutes the relationship between civic engagement and leadership issues in elder service and volunteerism outcomes of a national agenda setting meeting intergenerational relations and civic engagement Civic Engagement and the Baby Boomer Generation is an important source of information for anyone working with nonprofit, government, and corporate organizations concerned with public policy, community affairs, volunteerism, research, practice, and education.

No matter how good a marketer you are, it is easy to slide into behaviors that ultimately make your marketing less effective. Chris Wirthwein has identified the seven most common mistakes made by marketers of technical and scientific products and he explains how to avoid them. With wit and passion, he helps you learn how to overcome the mistakes of marketers of technical and scientific products and how you can learn from these mistakes no matter what kind of product or service you are offering. You learn how to avoid the mistakes and get on with efficient marketing and advertising.The seven mistakes? 1. Talking "Needs" Instead of "Wants" 2. Falling in Love With your Product Instead of Your Customer 3. Believing that Marketing is a Science or an Art 4. Trying to Please Everyone 5. Forgetting that People Forget 6. Believing Your Price is Too High--Without Proof 7. Believing You Must Sell Your Product on an Economic BasisWirthwein's 20+ years of experience with marketing and selling technical and scientific products at his agency 5MetaCom translates into easily understood principles that will help you become and remain a better marketer.