Title:
Marketing to the Mindset of Boomers and Their Elders
Sub-title:
Using Psychographics and More to Identify and Reach Your Best Targets
Authors: Carol M. Morgan and Doran J. Levy, Ph.D.
Hardcover, 383 pages
1st edition (August 2002)
ISBN: 0-9705605-1-6
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About the authors
Reviews from the experts
Learn how to understand the mature market. Read Quirk's article.
"I literally shook with excitement as I devoured these pages. This book is a gem and a true original-and long, long overdue. The marketing potential described therein is measured in the trillions of dollars-and almost no one is paying attention."
Tom Peters
Chairman and founder,
Tom Peters Company;
author of In Search of Excellence,
Liberation Management and other books
Marketing to the Mindset of Boomers and Their Elders builds on the work laid out in the authors' first book, Segmenting the Mature Market (McGraw-Hill Companies). These books, unlike every other book on the U.S. mature market, are 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 psychographic segmentation strategies, when paired with demographics, behaviors, and media and Internet usage, deliver a unique 360 degree perspective that isn't available anywhere else. Targeting best prospects in the largest and most lucrative U.S. market is far easier with this book's in-depth views. The insights delivered can be used by anyone wanting to identify, target, or influence the highly diverse 40 and older population.
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About the authors
Carol M. Morgan and Doran J. Levy, Ph.D., principals in Strategic Directions Group, Inc., are internationally recognized experts in the creation and use of psychographic or attitudinal segmentation strategies on both consumer and business-to-business marketing issues.
They bring over 35 years of experience to their multiple-client work in the mature market, as well as to proprietary segmentation studies on a wide range of other issues. Their innovative work in segmentation has generated numerous speaking engagements and scores of articles.
"As the developed world ages rapidly over the next fifty years, business and governments will be desperate for a better understanding of who are 'the mature': what they do, how they think, and why some of them are so different-in resources, attitudes, and behaviors-than others. Carol Morgan and Doran Levy are working on the cutting edge of research that gives much better answers to these questions and makes global aging less of a journey into the unknown."
Peter G. Peterson
former Secretary of Commerce;
Chairman, Federal Reserve Bank of New York;
founding president of the Concord Coalition;
author of the Grey Dawn: How the Coming Age
Wave Will Transform America-and the World,
and other books
"Marketing to the mature market-this vast, elusive, and ever-expanding opportunity for sales and services-in this new century requires new information and insights. Those who seek to reach the mature market will welcome the unique segmentation strategies developed so extensively by Morgan and Levy. I can't say it more emphatically-READ THIS BOOK!"
Connie Goldman
Author of The Gifts of Caregiving-Stories of Hardship, Hope, and Healing and Secrets of Becoming a Late Bloomer
© 2002 Carol M. Morgan and Doran J. Levy, Ph.D. All rights reserved.