Marketing to the Mindset of Boomers and Their Elders: Using Psychographics and More to Identify and Reach Your

Unlike every other book on the mature market, Marketing to the Mindset of Boomers and Their Elders (Attitudebase), presents a 360 degree perspective on those 40 and older that includes psychographics, demographics, behaviors, and media usage. Through massive studies conducted over the past 12 years and funded by Fortune 500 companies, Strategic Directions Group has surveyed 20,000 respondents and gathered over 50 million pieces of data. At the heart of the book are nine separate psychographic segmentation strategies, including Lifestyle, Financial, Food, Travel, Health, Health Compliance, Health Information, Car Purchase and Car Maintenance. No other such multiple-segmentation perspective exists on any market. Instead of working with generalizations and stereotypes about baby boomers and their elders, this book presents a way of reaching this most diverse and heterogeneous market by targeting receptive and profitable segments within it. The book shows marketers, planners, and anyone interested in the mature market how they can apply the book's insights to a wide range of issues. The authors have over 35 years of experience in psychographic segmentation. They are principals in Strategic Directions Group, Inc., an international marketing consulting firm specializing in the creation and application of segmentation strategies to marketing issues.Carol M. Morgan is the author of 'Marketing to the Mindset of Boomers and Their Elders: Using Psychographics and More to Identify and Reach Your' with ISBN 9780970560513 and ISBN 0970560516.