Baby Boomer Book: Brent Green's "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions"

Having just come across this book I am not in a position to review it. However in my email exchanges with the author and in following up on what he is written I can say without question that he is an expert on the topic of baby boomers. Here is what was said about it in Amazon from people who have read the book.

"Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say. In this book, Brent Green shows you how to get their attention and make them reach for their wallets."
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"This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns."
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"No one knows baby boomers better than this leading-edge boomer himself.....and no one has studied the ways other generations perceive baby boomers more than Brent Green. This makes his newly expanded bible on baby boomers the authoritative source on this huge generation's economic realities, its social priorities, and its new energy for youthful lifestyles. "

Green's book looks like it could be useful for any marketing or sales executive wanting to sell to boomers or to would-be entrepreneurs thinking of launching their own business.

Besides being an author, Green runs a website called "Boomers" ("A Trip Into the Heart of the Baby Boomer Generation") that can be accessed via our links page.