Boomer Marketing: Selling to a Recession Resistant Market

By Ian Chaston

Book Overview

Boomer Marketing is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.

• Format: Hardcover
• Language: English
• ISBN: 0415489628
• ISBN13: 9780415489621
• Release Date: June 2009
• Publisher: Routledge
• Length: 278 Pages
• Weight: 1.25 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"